Pretty in pink: designer radish is an Instagram salad sensation
M&S has started selling the first vegetable specifically grown to look good on Instagram after spending six years developing bright pink “watermelon” radishes.
It is the latest in a string of supermarket products launched with social media in mind, but is thought to be the first vegetable bred with a look designed to encourage shoppers to share it on digital channels.
M&S describes the striking pink vegetable as its “latest Instagram food sensation”, with customers sharing pictures of vibrant radish salads.
Grown in Sussex, the watermelon radish has a skin with a hint of green, and flesh that is white at the edge, with bright pink magenta markings on the inside.
Its flesh is said to be tender, succulent and crisp with an only slightly peppery flavour. It is milder in flavour than the traditional red radish and larger in size. The radishes can be served fresh, in a salad, for example, or cooked, which enhances the natural sweetness and tempers some of the spice.
Its arrival comes as demand for radish has increased, according to analysts at Kantar Worldpanel, which monitors food sales. It said 900,000 more UK households bought radishes over the past three months, with growers tipping the root vegetable to become “the next avocado”.
David White, M&S salad buyer, said: “The watermelon radish is set to be the hit of the summer. We’re seeing an increase in popularity of our red radishes, so can’t wait for customers to try this alternative. It’s really striking and great for adding to salads or stir fries, or it can be sliced and pickled for a colourful condiment.”
Watermelon radish is an heirloom variety of daikon radish and a member of the mustard family. It originated in China, where it is cooked and served alongside seafood, as it is said to impart sweetness and reduce fishiness. M&S sells them for £1.80 for two bunches.