Morrisons growers have reported an increase in the sugar levels and juice content due to high temperatures and sunshine during June, July and August, resulting in sweeter British apples.
It is expected that the British apple season will be extended this year, meaning their shelf life will be longer. However, the season will be late – around two weeks after it arrived last year.
Andrew Garton, Morrisons Director of Produce, said: “The great summer we’ve experienced this year has produced a sweeter tasting crop and our close work with farmers has allowed us to introduce new varieties for our customers to enjoy.”
Meanwhile data released by Kantar Wordpanel this week shows Morrison’s market share dipped to 11.3 per cent from 11.5 per cent from the same time last year. It maintained its fourth spot in the UK grocery sector and continues to expand into the convenience market and will open two Morrison M locals every week this year.