Dutch soft fruit grower VitalBerry BV has reported its berry that tastes like bubblegum has been well received by a U.K. supermarket chain. 

The 'Bubbleberry' went on sale at British high-end supermarket Waitrose at the end of April, and a VitalBerry representative told www.freshfruitportal.com she was happy with the progress.

"The Bubbleberry was received very well by the public and media," said communications manager Ghislaine van Berkom.

"This pink coloured strawberry has a taste which reminds many of bubblegum, but it's completely natural. It has the strongest aroma of all strawberries we know of."

VitalBerry was established in 2007 by three soft fruit companies - Chile-based Vital Berry Marketing S.A., Dutch company Beekers Berries and U.K. supplier Berry World.

Chilean berry multinational Hortifrut purchased the South American shareholder in 2013, but the Dutch arm was sold as part of a restructuring program.

VitalBerry has its own strawberry breeding program and van Berkom said the organization was always on the lookout for new or improved strawberry varieties.

Along with the Bubbleberry, the company also grows two other niche cultivars called pineberries and strasberries.

"The pineberry is a white strawberry with red seeds. Is a strawberry that tastes refreshing - some people even say it reminds them of a pineapple taste," van Berkom said.

"The strasberry is a dark red strawberry with deeply positioned seeds looks like a raspberry and has a very strong strawberry taste. Its aroma, taste and appearance make this a favorite strawberry for many chefs."

Sales of these unusual fruits are spread throughout Northwestern Europe and a 'substantial part' is being exported to Russia.

"Turnover on the specialty strawberries within our total berry package is a small percentage, but an important one," Van Berkom said.

"These niche strawberries are important to create some excitement in the berries shelf. Consumers want to taste these special berries and are drawn to the berry segment."

Van Berkom added the company had new raspberry varieties that looked 'very promising' for the near future.

VitalBerry's production of all berry cultivars has been on the up amid continuously increasing European demand.

"Our berry production is growing as anticipated. We see an increase in production for all berries, year-on-year," van Berkom said.

"We see growth in soft fruit consumption in the Netherlands and the surrounding countries.

"The European consumer is asking more and more for berries. This is a result of the different health claims given to berries but also the trend of consumers to focus on healthy and tasty food."

The company's berries are predominantly sold in Europe, with production mainly taking place in South America, Spain, Morocco and the Netherlands.

Related story: U.K.: Waitrose puts bubbleberry on store shelves

Photo: VitalBerry

www.freshfruitportal.com