Rhubarb trends

The Telegraph contacted us for comment on Tesco’s reported 200% increase in rhubarb sales. We shared our thoughts on how rhubarb taps into current trends for nostalgia, colour pop and sour flavours.

Lisa Harris, co-founder of Harris and Hayes food and drink consultancy, told The Telegraph: “We’ve seen a wave of food nostalgia sweep menus recently, which is one contributing factor to rhubarb’s moment in the spotlight. It’s quite an old-fashioned ingredient, like gooseberries or prunes.”

We explained that super sour sweets and drinks have rocketed in popularity amongst younger consumers, which suggests that rhubarb's sour notes could also work in its favour. It's natures Tangfastic! 

We are coming into peak forced rhubarb season now, so it makes sense that demand would surge when it's at its best. It’s also good timing as far as Tesco is concerned, as this news happily coincides with the launch of their rhubarb flavoured hot cross buns!

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