Aldi has confirmed that all fresh blackberries sold in its UK stores will be 100% British-grown and bred for a naturally sweeter taste, with the new season's fruit now rolling out nationwide.
Sweeter Varieties and Expected Sales Surge
The supermarket announced it is introducing carefully selected blackberry varieties that are naturally sweeter and less tart, developed in collaboration with suppliers including Driscoll's, its primary blackberry supplier. Aldi expects blackberry sales to increase by up to 20% this season, after selling more than 228 tonnes last year – the equivalent of 1.5 million punnets.
Julie Ashfield, chief commercial officer at Aldi UK, said: "We expect our blackberries to taste better than ever this season. By working closely with our British suppliers to improve sweetness and consistency, we're making sure customers can enjoy the very best of homegrown fruit and keep coming back for more."
Nationwide Rollout and Quality Assurance
British blackberries began appearing in selected stores from the beginning of May, with a nationwide rollout on May 21. Aldi confirmed that the berries will be taste-tested throughout the season and harvested at peak ripeness to ensure consistent flavour.
James Crook, customer development director at Driscoll's, said: "Exceptional flavour is the result of years of dedicated natural breeding and selecting only the finest blackberry varieties. By working closely with Aldi, we are able to grow and harvest fruit at the optimal moment, delivering British blackberries that are naturally sweeter, more succulent, and consistently high quality throughout the season."
Support for British Farmers
In a move to support domestic agriculture, Aldi recently revealed plans to increase long-term agreements with UK produce and horticulture suppliers. The supermarket has committed to sourcing at least 50% of its domestic produce through long-term partnerships by the end of 2027, providing greater stability for British farmers.
