Britons give classic round tomato the red card as coloured and vine varieties score
British consumers are increasingly moving away from traditional red tomatoes in favor of colorful and vine-ripened varieties. Market data shows that non-red tomato sales are growing significantly, with premium cherry-on-the-vine varieties challenging the dominance of standard round tomatoes.
Why it matters
This reflects shifting consumer preferences in the food industry and the impact of agricultural innovation on retail market trends.
‘Now we’ve got new varieties that not only look great but taste fantastic,’ said one leading grower. ‘Now we’ve got new varieties that not only look great but taste fantastic,’ said one leading grower. Tomatoes Britons give classic round tomato the red card as coloured and vine varieties score Premium cherry-on-the-vine are poised to take top spot in Britain’s £1bn-a-year tomato market
Prefer the Guardian on Google For a long time the classic round, red tomato has dominated British salads and sandwiches, but its supremacy is coming under threat as sales of rainbow colours and the upmarket rival “cherry on the vine” take off.
“Non-red tomatoes” sales are up 21% this year, a growth rate that far exceeds the overall market, according to Paul Faulkner, of Evesham Vale Growers.
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