Veg bears fruit for Morrisons
BUMPER demand for its "wonky" fruit and vegetables and healthy online sales growth has helped Morrisons outperform its "big four" supermarket rivals.
Kantar Worldpanel research shows sales of the misshapen produce, sold cheaper to help reduce waste, had more than tripled over the past three months compared with the same period last year and it now features in 12 per cent of baskets.
Morrisons' 1.9 per cent growth edged out Asda, up 1.8 percent.
Fraser McKevitt, the head of retail and consumer insight at Kantar,said: “The latest figures largely pre-date the soaring temperatures and newfound optimism for England’s World Cup chances but with the nation spending £500m more in supermarkets this period compared with last year, it suggests that summer has already arrived for many.”
Tesco's sales were up 1.4 per cent but Sainsbury's fell 0.2 per cent.
Shoppers have splashed out 6 per cent more on spirits, gin by £38million. Hayfever remedies are up 19 per cent since last year.
Morrisons said: “We’re committed to supporting our farmers across the UK, and that means buying whole crops from them - including Wonky fruit and veg.
So, at Morrisons, you’ll sometimes find Wonky carrots that are a bit crooked, Wonky parsnips that might be extra pointy and Wonky fruit that comes in different shapes and sizes.”