This month, UK shoppers will be treated to a new citrus experience as Explore® Sweet Sunrise™ Grapefruit hits the shelves at Morrisons – launching at a compelling £1 price point. This limited edition line, comprises of premium Jackson grapefruit, marketed under the Sweet Sunrise™ license by Komati Group.

The launch marks an exciting expansion of the Explore® brand, which has already made waves in the grape category. Known for its commitment to taste innovation and bringing adventure to the fruit aisle, Explore® is now bringing that same spirit to citrus with Sweet Sunrise™ grapefruit leading the way.

Fresh Hub Group, who own the Explore® brand, in conjunction with Myton Food Group have been working behind the scenes to craft this exciting concept – available exclusively at Morrisons – for their shoppers. We’re excited to see what the feedback is when they get to try the product.

The grapefruit’s unique flavour profile, featuring a sweet tropical flavour with a hint of lime, vibrant colour and premium quality make it a standout addition to the citrus category.

“We’re excited to bring something truly different to the citrus aisle,” said Jack Bannister, Buyer at Myton Food Group. “Explore® Sweet Sunrise™ is not just a grapefruit – it’s a flavour journey.”

Not only does Sweet Sunrise™ taste great, delivering on natural sweetness, it’s easy to enjoy sliced and has a low seed count – offering a refreshing twist on traditional grapefruit.

This innovative line presents an exciting opportunity to reinvigorate the grapefruit category, attracting new shoppers and encouraging existing customers to trade up to a premium citrus experience.

Stay tuned for more updates as the line rolls out across Morrisons top stores nationwide, where Explore® Sweet Sunrise™ will be exclusively available for a limited time.

As featured in Fruitnet here