Spanish persimmons arrive on supermarket shelves tomorrow (15 October), backed by Foods from Spain.

In the second year of its promotional campaign, the fruit will be available for sampling in Morrisons and advertised in the press.

Foods from Spain is hoping to attract the growing proportion of UK shoppers who are prepared to try new types of fruit and vegetables.

Director María José Sevilla said: "Shoppers are evidently seeking fruits they would have avoided in the past."