Each summer, Britain goes into a berry frenzy, as the (relatively) short and (hopefully) sweet season kicks in. And while strawberries might be the quintessential British summer fruit, the more unassuming blueberry certainly gives it a run for its money.
“We are seeing more customers opting for blueberries as their summer fruit of choice,” says Waitrose’s health and nutrition lead, Joanne Lunne. Searches for “blueberry” on the supermarket’s website are up 36 per cent compared with last year, she says. At Ocado, it’s a similar story, where searches were up 21 per cent in June this year versus 2025, as well as for “frozen blueberries” (48 per cent). That has translated into sales, which are up 23 per cent this summer on last year.
It helps that blueberries are seen as one of the healthiest fruits out there, packed with antioxidants, vitamins and fibre, making them a “great functional snacking option,” according to Lunne.
In summer, when homegrown berries are at their plumpest and juiciest, they make a great addition to all sorts of dishes, from a breakfast bowl of yoghurt to a berry fruit salad – perhaps with a little fresh mint to bring out the flavours. They’re also lovely with pancakes, of course, whizzed into smoothies or, if you have a glut, cooked down into a compote.
