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Pink watermelon radishes to be a new social media hit

M&S starts selling first 'Instagrammable vegetable'

M&S has started selling the first vegetable specifically grown to be Instagramable after spending six years developing bright pink "watermelon" radishes. It is the latest in a string of supermarket products launched with social media in mind, but is thought to be the first vegetable bred with a certain look to encourage shoppers to share it on digital channels.

M&S describes the striking pink vegetable as its "latest Instagram food sensation" as customers are sharing pictures of vibrant radish salads. Grown in Sussex, the watermelon radish has a skin with a hint of green, and flesh that is white at the edge, with bright pink magenta markings on the inside.

Its flesh is said to be tender, succulent and crisp with a mild, only slightly peppery flavour. It is milder in flavour than the traditional red radish and larger in size. The radishes can be served fresh, in a salad for example, or cooked, which enhances the natural sweetness and tempers some of the spice.

It comes as demand for radishes is increasing, according to analysts at Kantar Worldpanel, which monitors food sales. It said 900,000 more UK households bought radishes over the past three months, with growers tipping it to be the next avocado.

David White, M&S salad buyer, said: “The watermelon radish is set to be the hit of the summer. We’re seeing an increase in popularity of our red radishes, so can’t wait for customers to try this alternative. It’s really striking and great for adding to salads or stir fries, or it can be sliced and pickled for a colourful condiment.”

Watermelon Radish is an heirloom variety of daikon radish and a member of the mustard family The vegetable originated in China, where it is commonly cooked and served alongside seafood as it is said to impart sweetness and reduce the fishiness from a dish.

They are on sale now at M&S, £1.80 for two bunches.

Source: Telegraph

Publication date: 8/9/2018



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