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Morrisons adds pomegranates to its ‘wonky’ range

Morrisons is selling wonky pomegranates in a bid to keep prices of the exotic fruit down as its popularity surges. The four pack will be sold… View Article

FOOD & DRINK

Morrisons adds pomegranates to its ‘wonky’ range

Morrisons is selling wonky pomegranates in a bid to keep prices of the exotic fruit down as its popularity surges.

The four pack will be sold in the majority of Morrisons stores for £1.20 with each fruit costing just 30 pence. Morrisons has calculated that the average price of a pomegranate in UK supermarkets is 74 pence.

The pomegranates are being bagged up as ‘wonky’ due to their assorted sizes and superficial skin blemishes which have been caused by coming into contact with the ground.

Demand for pomegranates is increasing, partly as result of their health properties. In addition, celebrity chefs such as Yotam Ottolenghi and Jamie Oliver have driven a craze for adding pomegranate seeds to salads, meat dishes and desserts.

James Turner, pomegranate buyer at Morrisons, said: “Apart from looking odd, our wonky pomegranates have the same taste and nutritional benefits as normal pomegranates. They really are beautiful on the inside.”

Pomegrantes are the latest produce to be added to Morrisons already well-established wonky range which includes apples, cabbage, cauliflower, courgettes, swede, pears, sprouts, asparagus, leeks, onions, peppers, avocados and sweet potatoes.

The supermarket now sells more than 500 tonnes of wonky veg to 500,000 customers every week.

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