British blackberry season is underway and thriving, as UK growers encourage consumers to consider the 'unsung heroes' of the berry world more often, with the category showing huge growth potential. 

British Berry Growers, the industry body representing 95% of British soft fruit growers, says blackberries can be overlooked given their, often mistaken, association with hedgerows. 

 Isla Haslam, Marketing Manager at Driscoll's, the global market leader in fresh strawberries, blueberries, raspberries, and blackberries, says: "When you say 'blackberries ' many still think of tart hedgerow fruit, and thorny shrubs, but the blackberries on British supermarket shelves offer a different experience entirely. 

 "Yes, they are larger, but the real difference is the flavour consistency - sweet, plump and wonderfully juicy, week after week. Thanks to years of variety innovation and growers' care, these are blackberries you can snack on straight from the punnet."

 Aside from their flavour, British blackberries are also the latest 'superfood' secret - packed with nutritional value and health benefits - from supporting skin health and immunity to promoting good digestion and heart health.  

 Rhiannon Lambert BSc MSc Registered, award-winning nutritionist, says: "Blackberries are naturally sweet and a good source of vitamin C, which supports immune function and helps maintain healthy skin.

"They also contain antioxidants such as anthocyanins, which give them their deep purple colour. Emerging research suggests anthocyanins may support blood vessel function and cognitive health, including memory.

"Blackberries are also rich in dietary fibre, which supports healthy digestion and gut function. These qualities make blackberries a versatile addition to breakfasts, whether stirred into yoghurt, blended into a smoothie, or enjoyed straight from the punnet.

 "As a nation, it's worth recognising blackberries not just as a baking ingredient, but as a nutrient-rich fruit that can be easily incorporated into everyday meals and snacking."

 Blackberry sales are flourishing, as the British season reaches its peak. Currently the fastest-growing berry in the UK, Kantar are reporting an acceleration in blackberry sales. 

In the 12 weeks from end of April to mid-July, British blackberry volume sales rose by +11% and in the last four weeks (mid-July), momentum surged further with volumes growing by +22%*.

 Nick Marston, Chair of British Berry Growers, which represents 95% of the industry, says:  "By the end of July, our British blackberry growers had supplied almost 1,500 tonnes of blackberries to major UK retailers, a 25% increase year-on-year. This growth is supported by the development of new varieties, bred for improved flavour, larger size and better shelf life. 

 "We need to keep educating consumers about blackberries' great taste, health benefits, and superfood status to keep up the momentum, and get blackberries into the nation's breakfast bowls."