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21 Jul 2017

You can't beet it!

Beetroot lifestyle shot

Whether roasted, fresh, juiced or pickled, it appears Waitrose customers can’t get enough of the humble beetroot as sales at the supermarket are rocketing. The versatile root vegetable is being used in everything from home-made juice to vegetable cakes and Waitrose is seeing sales of its Waitrose Duchy Organic Beetroot soar by 164% compared to last year. It has now also introduced a new spiralised beetroot to meet demand.

With food bloggers and chefs always looking for new ways to eat it, Waitrose shoppers have also been reaching for an array of more unusual beetroot products to get their fix. Sales of Waitrose Sweetfire Beetroot, a sweet and spicy chilli beetroot, are up 23% and Waitrose World Deli Beetroot and Sour Cherries Slaw is up 51%.

And new to the grocer’s assortment is its Spiralised Beetroot. Infused with lemon, mint and chilli, it’s perfect for brightening up a salad, as a light summer snack when combined with feta and a sprinkling of sesame seeds, or to make a delicious alternative topping for a burger.

For those looking to include more beetroot in their diet, Waitrose has a range of even more surprising beetroot infused food and drink products than ever before, including; the Waitrose Apple, Carrot and Beetroot Yogurt, Waitrose 1 Beetroot, Nigella and Three Seed Oat Biscuits, Waitrose Apple, Beetroot & Blackcurrant Juice, Waitrose Love Life Frozen Ruby Smoothie Mix containing beetroot and Teapigs Up Beet Energy Tea.

Another top seller is the new Waitrose World Deli Roasted Beetroot Crush, crushed roasted beetroot with feta and pumpkin seeds, which is one of the top selling lines in the new World Deli range.

Dr Emma Williams, Waitrose Senior Nutritionist says, “Consumers are becoming increasingly aware of the importance of a healthy, balanced diet, and we’ve seen they are enjoying beetroot in all its forms. Sales of beetroot are rising as customers look to eat more vegetables in as many different ways as possible.

"Studies* have shown that beetroot juice can increase distance runners’ time by 16 per cent, which is great news for those wanting to exercise for longer and could suggest a reason behind the spike in sales. Being naturally rich in folate and a good source of potassium, beetroot is the perfect option for adding flavour and colour to any dish, whether sweet or savoury.”

Waitrose Spiralised Beetroot is available in shops now. It is currently priced at £1.23 on an introductory offer until 8th August 2017, after which it will retail at £1.65 for 150g.

* A study from The University of Exeter found that drinking beetroot juice boosts stamina and could help you exercise for up to 16% longer.

For more information please contact Hayley Soper
hayley.soper@waitrose.co.uk
01344824896

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