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Waitrose expands ‘Wonky’ fresh produce offer

| International retailers

Waitrose has expanded its ‘Little Less than Perfect’ range of misshapen fruit and vegetables, with the addition of weather-blemished apples and pears.

The two new additions to the range will be excellent value for great tasting apples and pears and will have messaging on the packaging around food waste.  The varieties of the apples and pears in the packs will vary, depending on what is available at any one time, showing how the range can adapt with the seasonality of the fruit.

They will join carrots, parsnips, onions and potatoes under Waitrose’s Little Less than Perfect brand, following the successful launch of the class 2 vegetables earlier this year.

Greg Sehringer, Waitrose apples and pears buyer, says: “At Waitrose we really value the long and trusted relationships that we have with our growers, so we’re excited to bring even more of their crop to market through the Little Less than Perfect range. These apples and pears may be slightly unconventional in appearance but are just as delicious and great value, making them perfect to use in pies and crumbles or to simply enjoy as they are.”

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