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Sainsbury’s Launches Edible Flower Range

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Summer is well and truly underway and as temperatures soar, Instagram has come up smelling of roses with edible flowers emerging as the food trend of-the-moment. To conisde with the warmer weather Sainsbury’s has announced the arrival of its edible flowers range, the answer to any foodies dream for adding a special Instagram touch to your summer dishes

Arriving in time for summer, Sainsbury’s edible floral assortment is inspired by the rise in demand both online and off. Influenced by popular cookery shows and social channels like Pinterest, customers are now taking to their kitchens to create Instagram-worthy dishes. Grown by local producers in the Vale of Evesham, the brightly coloured edible flowers, including varieties such as tagete marigold, viola, dianthus, cornflowers, borage and nasturtium flowers, can be used in summer salads, as cake toppings or even garnish smoothies and cocktails. Already available as part of Sainsbury’s Salad Bowl range, the new edible selection features these varieties in a standalone punnet to allow customers to use their own creativity in how they use the versatile flowers.

Vanessa Rider, Sainsbury’s Buyer for Edible Flowers said “I’m really pleased to announce the launch of our edible flowers range especially during British Flower Week. It’s great to see the first colourful buds going into our edible selection and onto our shelves in the coming weeks – I’m confident customers will love the instant summer glamour that they will add to their dishes.”

James Seymour, Product Development Manager at Westlands Nursery said “The summer season is the perfect time to liven up sweet and savoury dishes with these flowers. We’ve been working to curate the perfect selection of edible varieties for the Sainsbury’s punnet, that will be both beautiful and delicious.”

Sainsbury’s already sells edible flowers as part of the Sainsbury’s Mozzarella & Flower Blossom Salad Bowl 130g (£2.50) and will also be launching a punnet of Edible Flower varieties in the fresh herbs fixture for £3, available from the end of June.

Source: Sainsbury’s

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