Parallel UK (Part of Fresh Hub Group) is excited to announce the extension of its Explore Grape range, now including best-in-class green and red grapes.
The initiative is designed to bring high-quality, flavourful grapes to consumers, carefully selected from a focused group of farms renowned for their excellence.
The expansion builds on the success of the initial Explore Grape launch, with an emphasis on selecting premium grapes that showcase superior taste, texture, and freshness
Over the past year, Morrisons flavoured grapes category has achieved notable success, consistently delivering market leading share gains as the Explore grape range continues to strike a chord with Morrisons shoppers.
Commitment to Quality and Selection.
Grapes have traditionally been sold simply as red, green, or black, but the diversity of modern selections offers far more in terms of taste, texture, and overall eating experience. With the Explore Grape range, Parallel UK is focusing on showcasing the very best of the bunch, ensuring consumers can enjoy top-quality grapes with distinct flavour profiles and exceptional quality.
“Our customers expect the very best when it comes to fresh produce,” says Rob Landymore, Group MD at Fresh Hub Group. “By carefully selecting best-in-class grapes from a dedicated group of farms, we believe the new Explore range represents the most comprehensive array of premium/flavoured grapes available on the market, ensuring that every purchase delivers exceptional quality and flavour.”
Parallel UK is collaborating with Morrisons to ensure a consistent supply of high-quality grapes that align with consumer trends. This initiative reflects Morrisons commitment to innovation, sustainability and delivering premium produce that meets the expectations of modern shoppers.
“This project is not just about flavour—it’s about enhancing the overall shopping and eating experience. We look forward to seeing how customers respond to this exciting new way of enjoying grapes,” says Bella Reed, Grape Buyer at Morrisons.
The extended Explore Grape range will be available in select Morrisons stores from Monday 24th Feb. The 3 new products will join the existing Cotton Candy, Candy Pops, Sable & Muscat Beauty.
For more information, please contact: [email protected]