Californian bing cherries are due to hit supermarket shelves next week.

Sainsbury's, Tesco, Waitrose and Marks & Spencer will all be stocking the dark, sweet variety with other stores expected to follow.

The fruit will be backed by in-store tastings and new information leaflets.

"Retailers like bings because they are not particularly price sensitive and they provide an in-store attraction and extra profit," said Neil Gordon, chief executive of NMG Consulting.