Forced Rhubarb Sees Record Demand as Nostalgia and Versatility Drive Popularity

UK supermarkets report a 200% surge in demand for the vibrant pink vegetable, with its appeal spanning traditional desserts, social media trends, and household products.

• Tesco has reported a 200% increase in demand for forced rhubarb compared to the same time last year, with sales of rhubarb-based products also surging.
• Forced rhubarb, grown in warm, dark conditions, is praised for its tender texture and sweeter taste and is available from January to March.
• The ingredient’s popularity is attributed to its nostalgic appeal, with many associating it with traditional British desserts like rhubarb crumble and pie.
• Social media platforms like TikTok have fueled interest, showcasing creative recipes, including rhubarb-infused drinks, savory dishes, and modern desserts.
• Production has expanded beyond the traditional 'rhubarb triangle' in West Yorkshire, with growers like Place UK increasing output by 30% over the past five years.

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