Co-op is marking the British tomato season with a brand-new produce offer, celebrating the diversity of the UK’s fresh tomato varieties and supporting growers.
The convenience retailer has launched a trio of new lines into its premium produce offer in time for the British tomato season, which runs until August. A new “Best in Season” pack (400g £3.50) featuring a diverse mix of tomato varieties selected by growers and celebrates the most flavoursome British seasonal tomatoes with each pack featuring at least two varieties, which are grown across Essex, Cambridge and Hertfordshire.
The varieties in pack will flex and change based on the grower’s selection on what’s performing well.
Two additional new premium varieties have been introduced alongside the Best in Season offering – Co-op Irresistible Sugardrop Tomatoes (225g, £2.45), a sweet, juicy tear or berry shaped British tomato, which has landed at Co-op in a convenience retail first, with this trademarked variety only previously available in two other retailers. Co-op’s new Irresistible Piccolo (225g, £2.45) variety – a premium British small, round cherry tomato with a rich, intense, sweet taste – will also join the range. Both will be 100% British throughout the season.
Charlotte Lonsdale, technical manager for Co-op, said: “As a convenience retailer and longstanding supporter of British growers and farmers, championing home-grown produce on our shelves is important to us. Snacking tomatoes continue to grow in popularity and our new offer celebrates the very best of the season and provides the breadth of choice and newness that we know our members and customers are looking for in this category.”
The new lines join the retailer’s premium Irresistible range, which has received a new look and packaging design, which sees a transition away from plastic to recyclable cardboard and a plastic top seal which can be recycled kerbside, saving 77 tonnes of plastic a year.
