Waitrose is lauding its British sourcing credentials in its latest ‘Story of…’ TV ad to promote the 50 British apple varieties it stocks.

Fronted by Alan Titchmarsh, ‘The Story of the Brilliantly British Apples’ ad went live last night.

The 40-second ad was filmed in the orchard of Waitrose apple grower Jeremy Linsell in Eye, Norfolk. It features the song Big Parade by The Lumineers.

Waitrose is stocking over 50 apple varieties this year, which it claims is more than any other supermarket.

At the height of the British apple season, it estimates 70% of the apples it will sell will be British.

The crop of British apples was particularly delicious this year, thanks to the warm summer, said Waitrose apple buyer, Greg Sehringer. “Sugar levels are higher than usual and the skin is smoother with less russet, which is fantastic news for both our growers and customers.”

To encourage British apple sales, Waitrose is offering one-third off packs of its Best of British apple four-packs this week.

British apples stocked by Waitrose include Suffolk Pink and Winter Wonder.