Wild Canadian blueberry suppliers are targeting UK shoppers with a new frozen retail pack.

Smaller than cultivated varieties, the berries are pitched as ideal for cereal, smoothies and baking. Available in 300g resealable pots, they will be launched at London’s Speciality & Fine Food Fair in September.

“In Canada, wild blueberries are popular for their taste, convenience and scarcity value,” said Mike Nicholas of the Wild Blueberry Association of North America.