Supermarket to sell sloes for gin and jamWaitrose says it will be first to sell berries

25 September 2007

Berries which are virtually inedible in their raw state are going on sale at a UK food chain.

Waitrose says it will be the first supermarket to sell sloe berries, used to make sloe gin and berry jam.

It is launching the £5 packs of the hedgerow berries at a limited number of London stores.

The move follows demand from Londoners to "reconnect themselves with the countryside", the chain said.

Sour taste

Waitrose fruit buyer Nicki Baggott said: 'We have talked to London customers about what they want from their supermarket and one of their biggest desires was for products that reconnect them with the British countryside and the seasons.'

The berries, which have a sour taste when eaten raw, are grown naturally on hedges in the Beaulieu Estate in Hampshire.

They will be sold at selected London stores for a four-week period, priced at £4.99 for a 454g punnet.

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