Supermarket chain Waitrose announced addition of weather blemished apples and pears into its ‘Little Less than Perfect’ range of misshapen fruit and vegetables. The apples will come in a minimum pack of 7 and will retail at £1.50. They will be available in 282 branches. The pears will come in a minimum pack of 7 and will retail at £1.50. They will be available in 90 branches – less than the apples due to the amount of stock available.
The apples and pears will join carrots, parsnips, onions and potatoes under Waitrose’s Little Less than Perfect brand, following the successful launch of the class 2 vegetables earlier this year. The varieties of the apples and pears in the packs will vary, depending on what is available at any one time, showing how the range can adapt with the seasonality of the fruit.
Greg Sehringer, Waitrose apples and pears buyer, says: “At Waitrose we really value the long and trusted relationships that we have with our growers, so we’re excited to bring even more of their crop to market through the Little Less than Perfect range. These apples and pears may be slightly unconventional in appearance but are just as delicious and great value, making them perfect to use in pies and crumbles or to simply enjoy as they are.”
This latest addition showcases the flexibility of the brand and how it can adapt to include a variety of slightly wonky, yet just as tasty, fresh produce throughout the year. For example, for a limited time during the summer Waitrose sold Little Less than Perfect strawberries during the height of the British strawberry season.