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GEM Avocados Spark a Green Frenzy in the UK as Health-Savvies Swoop

Writer's picture: Scott Mathias Scott Mathias

As the appetite for avocados continues to surge across Europe, UK retail giants Tesco and Marks & Spencer are tapping into this trend by launching the premium GEM avocados variety, aiming directly at the preferences of health-conscious millennials and Gen Z consumers. This demographic's increasing demand has positioned the UK alongside Germany as the second largest avocado market in Europe, with an impressive consumption of more than 121,000 tonnes annually.

GEM Avocados

Source: GEM Avocados


Recognising the potential to differentiate and add value, Tesco has reintroduced GEM avocados with a commitment to quality and affordability. Sourced from the early harvests in South Africa and Peru, these avocados are noted for their buttery texture and enhanced flavour, attributed to longer ripening periods on the tree. This meticulous process results in a fruit offering a richer, nuttier, and slightly sweeter taste than its counterparts.


Marks & Spencer follows suit, offering these distinctive, golden-flecked avocados with a noticeably thicker skin which facilitates easier handling and preparation, designed by nature perfectly for the modern, fast-paced lifestyle of younger people.


Amidst a cost-of-living crisis, both retailers are keen to promote not just the gourmet aspect but also the value for money, with Tesco introducing a 'Money Back Guarantee' for its ripe-and-ready avocados to encourage repeat purchases.




This strategic focus is not just about selling fruit; it's about aligning with the lifestyle and values of a generation prizing health, sustainability, and a great eating experience. As the market continues to evolve, Tesco and Marks & Spencer are setting the stage for what might just be the next big trend in the produce aisle.


The GEM are also now available in New Zealand via the Avo Tree offers an avo subscription service, delivering fresh avocados straight to your door. They’ve partnered with Seeka, who holds the license for GEM avocados in NZ, giving the Avo Tree exclusive distribution rights.


For more information CLICK HERE and HERE Avo Tree


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