Morrisons claims it is the first UK supermarket to sell wonky pomegranates in a bid to keep prices of the exotic fruit down as their popularity surges.
The four pack will be sold in the majority of UK stores for £1.20 – just 30p per fruit.
The retailer says demand for pomegranates has increased as a result of the fruit’s health properties; pomegranates are packed with antioxidants and vitamins as well as being a rich source of dietary fibre.
Pomegranate popularity is also boosted by celebrity chefs, such as Yotam Ottolenghi and Jamie Oliver, using the fruit and arils in salads, meat dishes and desserts.
Morrisons is bagging the fruit as “wonky” on account of the assorted sizes and superficial skin blemishes. However, their taste, texture and flesh colour will be exactly the same as a normal pomegranate.
“Apart from looking odd, our wonky pomegranates have the same taste and nutritional benefits as normal pomegranates. They really are beautiful on the inside,” says James Turner, pomegranate buyer at Morrisons.
Morrisons sources its wonky Valencia and Acco varieties from orchards in Spain which helps growers to reduce their waste, increase crop yields and boost farm incomes by selling whole crops.
Pomegranates are the latest produce to be added to Morrisons already well-established wonky range which includes apples, cabbage, cauliflower, courgettes, swede, pears, sprouts, asparagus, leeks, onions, peppers, avocados and sweet potatoes.
The supermarket now sells more than 500 tonnes of wonky veg to 500,000 customers every week.