Market Trends

Bubblegum berries: UK retailer to sell 'bubbleberries' that taste like gum

01-May-2014 - By Nathan Gray+
Bubblegum berries: UK retailer to sell 'bubbleberries' that taste like gum
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UK retailer Waitrose will stock a variety of fragrant heritage berries that look like small strawberries but taste like bubblegum, the firm has announced.

The heritage variety of berry, known as Fragaria moschata, was popular with the masses in the 19th century - long before bubblegum itself was invented - but has since been forgotten by many. Now, UK supermarket chain Waitrose is bringing the berry back - albeit only for five weeks.

The retailer described the fruit, which looks like a small strawberry, as ‘beautifully fragrant, with the unmistakable taste of bubblegum’ - adding that it is supporting the resurgence of  the berry, and bringing the unusual variety back to a modern-day audience.

“This is one of the most aromatic berries we have ever sold at Waitrose," said Nikki Baggott, berry buyer for Waitrose. "The Bubbleberry has an incredibly strong perfume which will take you straight back to your childhood. They have an incredibly familiar taste, which is much more likely to be found in a sweet shop than the fruit and vegetable aisle!"

"We hope our customers will enjoy experimenting with this surprising flavour," she said.

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