Avocado Wars: Morrisons slashes price of 'wonky' fruit

Despite the worldwide surge in prices for the exotic fruit, Morrisons have slashed the price of their avocados. The grocer will now sell "misshapen and superficially blemished" fruits for a third of their average price.

"Packs of four misshapen avocados hit shelves on Monday for £1.56, which works out at just 39p each," says The Mirror.

A single avocado currently costs £1.05 on average, says The Independent. That's up from 98p last year, a rise that's partly attributed to poor harvests and import cost inflation caused by the fall in the pound since the Brexit vote.

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Tesco immediately responded to Morrisons' offer on avocados by slashing the price of its own perfectly formed avocados to 49p.

Aldi's avocados are currently 75p each, Asda's are priced at 79p, while Lidl's cost 95p. Waitrose and Sainsbury's offer a pack of two fruits for £1.90, says the Mirror.

Avocados have been hit by poor harvests in Mexico, Peru and California. Supply is expected to fall further due to flooding and droughts in various growing regions and a growers' strike in Mexico.

Co-op says avocado sales have been soaring in recent years. They have risen by 44.5 per cent over the past decade, while apples have risen by just 31 per cent.

Morrisons fruit buyer James Turner says: "Avocados have become one of Britain's most expensive salad items. But our new 'wonky line' means customers will be able to buy this luxury item for a fraction of the price.

"Apart from being odd shapes and sizes, and with some marks on the outer hard skin, they're the same as normal avocados. They taste great and have the same levels of healthy nutritional ingredients."