Waitrose is launching a range of 'ugly fruit' at discount prices for use in cooking.
The supermarket chain said that from today it would sell a range of 'class two' strawberries, tomatoes, plums and other seasonal fruit that are visually flawed or oddly shaped.
The fruit will be marketed for use in cookery amid concerns over food waste, and will cost about 50p less per kilo than their 'perfect' equivalents.
Tom Richardson, fruit buyer for Waitrose, said: “Supermarkets are often criticised for rejecting fruit and vegetable because they don't look picture perfect. This range will help customers realise that while beauty might be skin deep, flavour is not.”
The supermarket chain said that from today it would sell a range of 'class two' strawberries, tomatoes, plums and other seasonal fruit that are visually flawed or oddly shaped.
The fruit will be marketed for use in cookery amid concerns over food waste, and will cost about 50p less per kilo than their 'perfect' equivalents.
Tom Richardson, fruit buyer for Waitrose, said: “Supermarkets are often criticised for rejecting fruit and vegetable because they don't look picture perfect. This range will help customers realise that while beauty might be skin deep, flavour is not.”
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