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New carrot brings colour to £1bn market
A snowy-white coloured carrot is now on sale in 25 Asda stores.
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| Paul Lei: The greatest change to occur to the humble carrot for over 400 years. |
Said to be sweeter and juicier than conventional orange versions, and so tender that it can be eaten raw in salads, Asda predicts the variety, White Satin, will become one of its best selling vegetables in the run up to Christmas.
Asda carrot buyer, Paul Lei, said: This is the greatest change to occur to the humble carrot for over 400 years.
The rare crop has been developed and grown for Asda by a team of carrot specialists in Yorkshire using natural plant breeding techniques. It is white because it lacks beta carotene, the compound which gives carrots their orange colour and occasionally bitter flavour.
The carrots will be sold in 500g polybags at a price of 98p.
According to Asda, previous attempts to re-vitalise the carrot market have failed. Purple coloured carrots, introduced last year, floundered after customers discovered that the colour seeped out of the vegetable and into the cooking water.
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