perfectly imperfect strawberries

Shoppers have “fallen in love” with Tesco’s Perfectly Imperfect strawberries, which now account for 15% of its sales of the fruit.

The popularity of the variant - added to Tesco’s wonky fruit & veg range in April - had amazed Tesco, said commercial director Matt Simister, while growers welcomed it as Tesco could now sell up to 95% of their crop. “Most importantly, our customers love it. While they look less than perfect, they’re just as tasty.”