Waitrose launches bubblegum berries

Friday, 2 May 2014

UK supermarket brand Waitrose has launched the Bubbleberry, a berry that looks like a strawberry and tastes of bubblegum, for a limited-edition run of five weeks.

The berry's breed, fragaria moschata, is described by Waitrose's berry buyer Nikki Baggott as having "an incredibly strong perfume which will take you straight back to your childhood."

Homebuildlife subscribers can read more about the rise of fun in food, and the popularity of sweet childhood flavours, in our trend report Childhood Treats: Food's New Nostalgia.