Easy-peel to give zest to orange sales

Published on Saturday 16 August 2008 19:40

AN EASY-peel orange is to go on sale for the first time in the UK in a bid to win back consumers who have lost the patience to eat them.

Consumption of oranges fell 2% last year – the third year of decline in a row – as busy consumers switched to smaller varieties which are easier to peel, according to figures from research firm TNS.

Sainsbury's said the new Australian orange could be peeled "in an average of 35 seconds" and was 50% sweeter than other varieties.

Sainsbury's orange buyer, Peter Lyons, said: "We are confident our new easy-peel orange will save our customers a huge amount of time and bother. This is an incredibly convenient citrus for people to peel and eat on the move or at their desks."

Garry Cirillo, commercial director at suppliers MMG, said: "In its home market in Australia this orange is big news and has a strong following. The proof of the orange is definitely going to be in the eating. If consumer feedback is as good as we expect, we are hopeful that we can increase volumes and introduce the variety to other growers around the world to increase availability."

The Australian growing season means the variety will only be available in the UK until September 9. The oranges will be sold loose for 59p each or in a twin pack.