# Bubblegum-Like Berries Waitrose's Bubbleberry Looks Like a Strawberry, Tastes Like Gum By Laura McQuarrie | Published 2014-05-03 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/waitrose References: [metro](http://metro.co.uk/2014/04/30/the-bubblegum-fruit-bizarre-berries-that-taste-like-sweets-are-back-in-vogue-at-waitrose-4714806/) & [waitrose.presscentre](http://www.waitrose.presscentre.com/Press-Releases/Anyone-For-Bubbleberries-and-Cream-e3f.aspx) Once wildly popular in the 19th century, "Fragaria Moschat" is a very strange fruit that [looks like a strawberry](https://www.trendhunter.com/trends/strawberry-jam-by-the-7-virtues) and tastes like bubblegum and now, [Waitrose](https://www.trendhunter.com/trends/ottolenghi-and-citizens-of-soil) is rebranding the berries with a cute name and planning to bring it back into popularity in London. As of April 30th, the British luxury supermarket began offering the 'Bubbleberries' as part of a limited run that will continue over the course of five weeks. The Bubbleberry is described as very aromatic and has a smell and taste that's just like bubblegum. Waitrose berry buyer, Nikki Baggott, says that the taste of the Bubbleberry "will take you straight back to your childhood" and that the berry seems like it would fit in more on the shelves of a sweet shop than in a grocery store's vegetable aisle. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 46% | Activity: 84% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Rebranding of Ancient Fruits:** Limited runs of rebranded ancient fruits could attract older consumers with a nostalgia for foods from their youth. - **Aromatic Food Trends:** More products that boast unique, strong scents could become popular with consumers who want novel sensorial experiences. - **Grocery Store as Sweet Shop:** Grocery stores could replace candy stores, particularly with consumers who want healthier food alternatives to sweets. ### Sectors Adopting This - **Food and Beverage:** Companies in the food and beverage industry could explore and rebrand unique fruits and flavors to entice consumers with novel and nostalgic tastes. - **Retail:** Retail stores and supermarkets could be reimagined as sweet shops to provide low-cost alternatives to candy stores, particularly for health-conscious consumers. - **Agriculture:** Farmers could be encouraged to grow unique and slightly unusual fruits to diversify crop offerings and foster interest in relic produce varieties. ## Related on Trend Hunter - [Bubblegum-Flavored Popsicles](https://www.trendhunter.com/trends/hubba-bubba-ice-lolly.md) - [Punch-Flavored Strawberries](https://www.trendhunter.com/trends/tropical-bliss.md) - [Antioxidant-Rich Hybrid Berry Grapes](https://www.trendhunter.com/trends/boombites-red-berry-grapes.md) - [Blend-It-Yourself Bubblegum Milkshakes](https://www.trendhunter.com/trends/freal-bubblegum.md) - [Summertime Refreshment Chewing Gums](https://www.trendhunter.com/trends/extra-refreshers-strawberry-lemon.md) - [Bubbly Strawberry Candy Bars](https://www.trendhunter.com/trends/aero-strawberry.md) - [Consumer-Driven Candy Flavors](https://www.trendhunter.com/trends/fruittella-summer-fruits.md) - [Cloud-Like Gummy Candies](https://www.trendhunter.com/trends/haribo-berry-clouds.md) - [Fruit-Forward Shareable Gummies](https://www.trendhunter.com/trends/haribo.md)