Consumers are confused about the range of tomatoes available and how to store them, Europe-wide research by Syngenta has revealed.

Half of consumers found the wide range of tomatoes available in grocers confusing, the study found.

It also indicated most consumers stored their tomatoes in the fridge. Although room temperature was more conducive to a good taste, consumers were reluctant to do this because packaging often told them to keep tomatoes refrigerated, said Elena Ozeritskaya, consumer offer manager.

The challenge lay in breeding a product that retained more of its flavour in the fridge, she added.