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UK: Waitrose adds sloe berries to assortment

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

Source: icnetwork.co.uk

Publication date: 9/26/2007


 


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