Marks and Spencer is trialling a chiller unit designed specifically for merchandising strawberries.
The Chillovator has been installed in 98 stores after being jointly developed and trialled last winter by Lec Refrigeration, KG Fruits and Marks and Spencer specialists.
The unit is designed to fit nine layers of six punnets of strawberries, and the fridge has a specially calibrated spring which raises the display when each layer is removed.
The unit is cooled by a flow of air, helping products to maintain good shelf life, and temperature monitors provide a digital readout in store.
"The Chillovator is an important trial. A chilled hot spot for impulse purchase has wider implications for merchandising seasonal produce," said M&S fruit buyer Stuart Stubbins.
Category manager KG Fruits is monitoring individual store sales.