Tesco has announced a remarkable 200% increase in forced rhubarb sales compared to the same period last year, signalling a major spike in popularity for this winter delicacy.
Typically available from January through March, forced rhubarb enjoys a sweeter and more tender taste, making it a standout choice among shoppers seeking both flavour and versatility.
Industry experts attribute the astonishing growth to a rising trend of using rhubarb in an ever-expanding array of products. From classic desserts to contemporary spirits and even household items, the bright pink stalks have found a new audience of enthusiasts looking to liven up their recipes.
In response to surging demand, growers across the UK have been ramping up production. While West Yorkshire’s famed “rhubarb triangle” remains at the heart of British forced rhubarb cultivation, operations have also expanded further afield. Place UK, located in Norfolk and a key supplier for Tesco, has reported a 170% increase in forced rhubarb sales since 2019.
Tesco has capitalised on this growing enthusiasm by introducing a range of rhubarb-based products, including traditional favourites such as rhubarb crumble and innovative offerings like rhubarb and custard hot cross buns.
With forced rhubarb season now at its peak, many anticipate further creative uses for the crop, cementing its status as an unexpected star of Britain’s winter produce.
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