UK’s Waitrose unveils the Pineberry

Posted by Nicole Eckersley on 6th April 2010

PineberryUK supermarket chain Waitrose has unveiled their stock of the latest new fruit for the UK summer – the pineberry.

This striking white strawberry variety is described as having a “highly aromatic smell – more akin to a pineapple”.  The first varieties originated in South America, where white strawberries were common. The fruit came near to extinction, but was revived and commercialised over six years by Dutch breeders, now marketed by European soft fruit specialist group VitalBerry.

Waitrose will initially discount the price of the berry, to encourage customers to try a new fruit.

“Pineberries offer our customers the chance to add a new fruit into their diet and the berries bright appearance can add an unusual decoration to sweet dishes,” said Waitrose fruit buyer Nicki Baggott.

Waitrose has previously introduced the ‘strasberry’ to UK consumers, a small wild strawberry with a round, nubbly raspberry-like appearance and an ‘aromatic’ flavour.  The strasberry, also a product of VitalBerry, will also be returning to Waitrose shelves.