with Nispero
Spanish producers are hoping to create a taste for a new fruit in the UK.
Food from Spain has launched a nationwide campaign to promote the Nispero, an unusual fruit from the Callosa d'en Sarria region.
The organisation is spending up to £250,000 to establish the fruit on the UK market.
The Nispero, described as varying in size between a small kiwi and large greengage, has smooth, pale to golden yellow, easy-to-peel skin, and a juicy, delicate flavour.
The season runs from mid-April to the end of June and the fruit has already gained listings in three multiples where it will be supported by instore tastings and on-pack promotions.
Food from Spain director Maria Jose Sevilla, said: "Nisperos have a deliciously refreshing and unique taste which we are confident will appeal to British consumers.
"We are looking at a three-year programme to generate widespread trade and consumer awareness."