7/14/2011 --- Waitrose is the first UK supermarket to sell the Jackson grapefruit, a new variety, in a bid to convince more shoppers to include grapefruit in their five-a-day.

The new Jackson grapefruit is a sweet, white variety grown in South Africa. It has a unique, smoother flavour without the infamous bitterness traditionally associated with grapefruit.

Waitrose will offer this sweet grapefruit exclusively in the UK under its Limited Selection brand.

This year is the first time it has been available commercially so stocks are limited because the young trees’ yield is smaller in the inaugural harvest.

The new sweet grapefruit will be available in 68 branches of Waitrose for the next two weeks.

This new launch follows three years of work between Waitrose and a South African citrus fruit producer to create a new sweeter grapefruit.

Waitrose felt encouraged to pursue this innovation because it overtrades in grapefruit and now has over 11 per cent of the UK market share.

The debut of a new sweet grapefruit only at Waitrose follows bitter news earlier this week that sales of more traditional varieties are in decline across the UK.

Jane Goodson, Waitrose citrus fruit buyer, says: “July marks the beginning of the main South African grapefruit season. The perfect way for Waitrose to kick-start this season is to debut an alternative variety to help revive the fortunes of this fruit.

"The Jackson variety is less acidic and is therefore less tart compared to a normal grapefruit, therefore it appears to taste sweeter. Since Waitrose has a strong grapefruit market share we believe we are in a perfect position to promote this new variety.

“If consumers try the sweet grapefruit we believe they will be encouraged to try other varieties such as red and pink grapefruits, which have been consistently over performing in the last 6 months at Waitrose.

“This is the first year we have managed to bring a crop to market. If it is a success, we will be able to sell more next year, as the yield increases as the grapefruit trees age.”

David Northcroft, Waitrose fresh produce development manager, adds: “The sweet white grapefruit has a unique taste because it has a lower naringine level, which is what controls the bitterness of a normal grapefruit.

“Generally smaller than traditional white grapefruit, it can be peeled liked an orange. The fruit has an unusual and refreshing fruit-punch like flavour with a hint of lime and is virtually seedless.”

The Jackson grapefruit is grown by Komati Fruit in Malelane and is available exclusively to Waitrose in the UK. Like all South African fruit, it is shipped to the UK by boat.

A twin pack of this grapefruit costs £1.29 at Waitrose.

Each Jackson grapefruit has white flesh and bright yellow skin and are between 72 to 82 mm wide and weigh approximately 250 to 300g.

In the last 12 weeks, Nielsen data reveals Waitrose year-on-year growth in the grapefruit category is almost 26 per cent, which places it 40 per cent ahead of the UK market.