Purple is the new orange as Sainsbury rolls out its latest carrot offering.

Following last year’s trial of the purple carrot concept, the retailer, working with Isleham Fresh Produce, has relaunched the vegetable into 150 stores.

The product is being produced in commercial quantities by IFP with one of the UK’s biggest carrot growers, Tompsett Burgess Growers, and is expected to reach 120,000 bunches throughout a four to five-month season.

Stephen Hedderly, Sainsbury quality manager, said: “We had massive interest in the product last year but weren’t able to meet demand because of availability.”

This year, however, IFP had managed to source commercial numbers of seed for a similar variety, the Betasweet purple carrot from J&D Produce in Texas, America. Grower Clem Tompsett said it was a big learning curve to produce the carrots in the UK climate.

The carrots are being sold in bunches for £1.39 under the Taste the Difference brand.