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Sales of Waitrose Duchy Organic beetroot have soared by 164% annually and in response, the supermarket chain has introduced a spiralised version of the root vegetable to meet demand.
Waitrose senior nutritionist Dr Emma Williams said: “Consumers are becoming increasingly aware of the importance of a healthy, balanced diet, and we’ve seen that they are enjoying beetroot in all its forms.
“Studies show that beetroot juice can increase distance runners’ time by 16%, 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 priced at £1.23 on an introductory offer until August 8, after which it will retail at £1.65 for 150g.
With food bloggers and chefs always looking for new ways to eat beetroot, Waitrose shoppers have also been reaching for an array of more unusual products to get their fix.
Sales of Waitrose Sweetfire Beetroot (a sweet and spicy chilli beetroot) are up 23% and sales of Waitrose World Deli Beetroot and Sour Cherries Slaw are up 51%.
Another top seller is the new Waitrose World Deli Roasted Beetroot Crush, which features crushed roasted beetroot with feta and pumpkin seeds.
