March 23rd, 2009

Mushy peas are shedding their regional roots after Tesco said sales of the northern staple had quadrupled in the past year. Tesco is now launching an own-label version of the product across the UK for the first time, following a rise in sales of 320% in the past 12 months.

“Even just a few years ago no-one would have believed that mushy peas would have become not only a top-selling food but also a delicacy – but that is what’s happening,” said Tesco senior buying manager Simon Dryell. “Sales have never been great, which is why we only ever stocked them in literally a handful of stores but in the last year, thanks to the credit crunch, demand has quadrupled and we are set to launch them across the whole UK for the first time ever. “Until very recently they were mainly popular across the Midlands plus in Lancashire and Yorkshire in the north but sales are growing and now sales are creeping as far south as the Home Counties for the first time ever.”

Author: Richard Parkes

Source: The Grocer