Tesco is aiming to cash in on the growing craze for healthy eating with a new Wholefoods range that is aimed at fighting increasing competition in the sector.
The retailer said the decision to launch a totally new offering had been prompted by rocketing sales of products such as nuts, seeds, pulses and lentils.
Sales of dried fruit, said the multiple, had soared by more than eight times at its stores.
Its decision comes at a critical time in the battle for the health-conscious pound.
US chain Whole Foods Market, which was named best retailer in the world in a unique survey by The Grocer last week, is preparing to open its first UK store in London.
It will use the planned conversion of House of Fraser’s Barkers store in Kensington as the base for a nationwide rollout.
Tesco commercial director Carolyn Bradley said: “The incredible popularity of wholefoods is something that has rapidly grown over the last 18 months.
“Customers tell us they are more and more interested in health and eating natural foods is one more way for them to make sure their diet is balanced.
“Being able to buy wholefoods at Tesco, and at Tesco prices, will help to open up the market even more.”
New products being stocked by Tesco include quinoa, mung beans, soya beans and black turtle beans. It is also adding a wholefoods dieting service to its online offer.
Simon Mowbray