Sunday, 17 July 2011


Despite the weather, summer is finally in full swing in the UK, and that usually means that strawberries are in cheap abundant supply. This is also the period where Sainsbury's will switch strawberry suppliers from those based in countries with warmer climates to the British Isles. The Basics range is no exception, except that unlike the regular strawberries, there is no price change, for some odd reason.

If memory serves, these strawberries have been featured by Jamie Oliver on a TV commercial, where after commenting on oddly-shaped they looked, proceeded to incorporate them into an attractive-looking dessert. The picture below probably demonstrates why - Most of the good looking strawberries will fetch more. For good reason too - I think strawberries are one of the few things that I can think of amongst the fruit and vegetables section where presentation really matters. As far as I know, most of the other fresh fruit available in the Sainsbury's Basics range are still pretty presentable on its own; the bananas, kiwis and apples come to mind. Perhaps they may come in less regular sizes, but at least visual deformities are not as pronounced as with the strawberries.

The condition of the strawberries are not as good either - A few of them were soft and mushy which made me less able to tell if they were still safe to eat. I can however imagine these being fun to make jam with, especially as summer draws to a close.

DescriptionPrice per UnitNo. of servingsTrade-up PremiumTrade-up Benefits
Strawberries£1.00250g+£1.00 for 400gBetter looking, better condition strawberries. Recommended.

[Note: I am currently spending time away from the UK and will return towards the end of the month. Apologies for my absence in the meantime. However, I will happily entertain any guest submissions that readers want to make. Just leave a comment on this blog post with some form of contact details and I will get in touch.]

[Edit: An ad featuring Jamie Oliver showcasing Sainsbury's Basics strawberries can be found here.]

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