Tesco, the UK’s number one retailer, has announced the launch of square-shaped melons. The melons are being grown exclusively by Tesco and are due to hit the shelves in the coming weeks.
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The Japanese-inspired square melons are the first of their kind to go on sale in the UK, Tesco spokesperson Mike Baess told just-food. “As far as we know, Japan is the only other country in the world where they are sold, but over there they cost around US$80, or GBP45. We’ll be selling them for around GBP5.”
Tesco exotic-fruit buyer Damien Sutherland said that although square melons are all the rage in Japan, they are also overpriced. “Although extra work goes into growing these, that vastly inflated price cannot be justified,” Sutherland said. “Our ones will cost less than a fiver and at that price we will expect orders to come in from Japan let alone other parts of the world.”
According to research by retail analysts TNS, demand for melons has grown by 20% in the last year, while Tesco said demand at its stores has shot up by 46%. Nevertheless, the square melons were developed because Tesco believed that conventional melon sales were being held back because their size and shape made them inconvenient to store in the fridge.
“Melons are among the most delicious and refreshing fruit around but some people find them a problem to store in their fridge or to cut because they roll around,” Sutherland explained. “These square melons will make it easier than ever to eat because they can be served in long strips rather than in the crescent shape.”
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By GlobalDataThe melons are being grown in Brazil for the retailer by one of Tesco’s regular suppliers. The melons are square-shaped because farmers place them in square boxes with transparent sides.
