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Telegraph
21-02-2025
- Business
- Telegraph
Demand for year-round rhubarb doubles amid nostalgia boom
The variant is said to have been discovered accidentally in 1815, when labourers working at Chelsea Physic Garden accidentally buried a root bed, only to discover long pink stems when they later cleared away the topsoil. The findings were reported in the Horticultural Society Journal and gave inspiration to commercial growers. Place UK, a Norwich supplier producing 25 tonnes of forced rhubarb every year, says it has seen a 170 per cent increase in sales since 2019. Experts say the increase is driven largely by nostalgia for a flavour many associate with cosy childhood memories. Lisa Harris, co-founder of Harris and Hayes food and drink consultancy, told The Telegraph: 'We've seen a wave of food nostalgia sweep menus recently, which is one contributing factor to rhubarb's moment in the spotlight. It's quite an old-fashioned ingredient, like gooseberries or prunes.' 'Drawn to its nostalgic appeal' Massimo Battipaglia, director of the Chef Academy of London, added: 'Rhubarb's resurgence ties into the broader trend of celebrating seasonal and heritage ingredients…diners are drawn to its nostalgic appeal.' But the ingredient isn't just finding favour among the older generations - much of this upturn has been fuelled by social media, with the vibrant pink hue making rhubarb perfect for online content. TikTok recipes and 'cook-alongs' regularly attract upwards of one million views. Among all the hype, foodies have been experimenting with recipes both old and new. While the favourite still seems to be a classic rhubarb crumble or pie, they tell us that uses for this versatile ingredient go well beyond that. 'Explore its potential' Alex Firman, head of a catering company in East Anglia, says: 'A simple rinse, chop and light bake in a tray with a sprinkle of sugar is all it takes to create a lovely compote.' He recommends pairing this with 'granola and yoghurt as a healthy-ish breakfast, or as a replacement for berries in a simple to prepare Eton Mess. We use it as an accompaniment to feta and honey cheesecake, with a sprinkle of oat shortbread crumble.' Massimo says his team of academy chefs likes to 'explore its potential in savoury dishes - think rhubarb chutneys paired with game meats, pickled rhubarb as a bright counterpoint to rich dishes, or even rhubarb-infused sauces and glazes. In desserts, it shines in mousses, tarts, and sorbets, often paired with unexpected flavours like miso or black pepper to elevate its depth.' Rhubarb can also be used to flavour drinks including gin, wine and lemonade. Food-evoked nostalgia TikTok is awash with creative recipes, with videos guiding users through rhubarb crème brûlées, salads and sorbets. One recent video, explaining how to turn the pink vegetable into a flavoured coffee, attracted over 1.3 million views. Beyond food and drink, it can also be found in a variety of household products, from washing-up liquid to candles and even loo paper. Production shows no signs of slowing down; indeed recent demand for the crop has seen it expand beyond the so-called rhubarb triangle in West Yorkshire to farms all across the UK. And given the well-documented power of food-evoked nostalgia, as well as forced rhubarb's broad base of appeal, it appears that the ingredient is here to stay.
The Independent
21-02-2025
- Business
- The Independent
Tesco reveals surprising vegetable surging in demand
Tesco has revealed customer demand for out-of-season forced rhubarb has rocketed by 200 per cent compared with the same time last year. The UK supermarket said the increased demand had resulted in a boom in rhubarb-flavoured products. Forced rhubarb — made to grow early through use of warmth and darkness — is widely considered to be the more tender and sweeter variety. However, it is only available from January until around March, with the field variety grown from April until October. Tesco supplier Place UK, a grower based in Tunstead near Norwich, has also reported that demand for forced rhubarb has soared by more than 170 per cent since 2019. The supermarket has almost 40 different products that feature rhubarb in some form. These include flavoured spirits such as vodka and gin, dessert pies, rhubarb and custard sweets, anti-bacterial spray, tea lights, and the latest product to hit the shelves – rhubarb and custard hot cross buns. Tesco rhubarb buyer Paul Curtis said: 'Rhubarb has very much become the flavour of the moment and besides being a classic dessert in crumble form with custard, is now considered one of the most popular flavourings and scents in many food, drink and household products. 'Who would ever have thought that one day there would be rhubarb scented washing up liquid, candles and even loo paper. 'Right now is the peak of the forced rhubarb season, which lasts from the end of January until late March and it's when rhubarb is at its sweetest and most flavoursome. 'And the current trend is creating record demand.' Production of forced rhubarb has expanded beyond the so-called rhubarb triangle around Wakefield, Morley and Rothwell in West Yorkshire, with its popularity encouraging more UK producers to grow it. Norfolk grower Place UK now produces more than 25 tonnes of early season forced rhubarb per year. Place UK head of fresh operations Dan Yordanov said: 'Rhubarb is a tremendously versatile vegetable, and we're not surprised to see it now gaining popularity in a wide variety of food and drink products. 'We've seen demand particularly grow for the forced variety which is currently in season and as a result we have planted around 30 per cent more in the last five years. 'To give you some example of how popular it's become, in 2019 we sold just under 25,000 packs to the food retail and manufacturing industry and last year we sold more than 65,000 packs.' Recipe for Apple and rhubarb cinnamon rolls Gousto The first English recipes for cooked rhubarb appeared in the 18th century. Legend has it that the origins of forced rhubarb were a happy accident in 1815, when labourers working at Chelsea Physic Garden accidentally buried a bed of rhubarb with soil while digging a trench. When the debris was later removed, the long pink stems of forced plants were discovered – with the findings reported in the Horticultural Society Journal and commercial growers inspired by the idea.
The Independent
21-02-2025
- Business
- The Independent
Supermarket reports surging demand for ‘flavour of the moment' rhubarb
A UK supermarket has reported that demand for forced rhubarb has rocketed by 200% compared with the same time last year, amid a boom in rhubarb-flavoured products. Tesco said that out-of-season forced rhubarb, made to grow early through use of warmth and darkness, is widely considered to be the more tender and sweeter variety. Forced rhubarb is available from January until around March, with the field variety grown from April until October. Tesco supplier Place UK, a grower based in Tunstead near Norwich, has also reported that demand for forced rhubarb has soared by more than 170% since 2019. The supermarket has almost 40 different products that feature rhubarb in some form. These include flavoured spirits such as vodka and gin, dessert pies, rhubarb and custard sweets, anti-bacterial spray, tea lights, and the latest product to hit the shelves – rhubarb and custard hot cross buns. Tesco rhubarb buyer Paul Curtis said: 'Rhubarb has very much become the flavour of the moment and besides being a classic dessert in crumble form with custard, is now considered one of the most popular flavourings and scents in many food, drink and household products. 'Who would ever have thought that one day there would be rhubarb scented washing up liquid, candles and even loo paper. 'Right now is the peak of the forced rhubarb season, which lasts from the end of January until late March and it's when rhubarb is at its sweetest and most flavoursome. 'And the current trend is creating record demand.' Production of forced rhubarb has expanded beyond the so-called rhubarb triangle around Wakefield, Morley and Rothwell in West Yorkshire, with its popularity encouraging more UK producers to grow it. Norfolk grower Place UK now produces more than 25 tonnes of early season forced rhubarb per year. Place UK head of fresh operations Dan Yordanov said: 'Rhubarb is a tremendously versatile vegetable, and we're not surprised to see it now gaining popularity in a wide variety of food and drink products. 'We've seen demand particularly grow for the forced variety which is currently in season and as a result we have planted around 30% more in the last five years. 'To give you some example of how popular it's become, in 2019 we sold just under 25,000 packs to the food retail and manufacturing industry and last year we sold more than 65,000 packs.' The first English recipes for cooked rhubarb appeared in the 18th century. Legend has it that the origins of forced rhubarb were a happy accident in 1815, when labourers working at Chelsea Physic Garden accidentally buried a bed of rhubarb with soil while digging a trench. When the debris was later removed, the long pink stems of forced plants were discovered – with the findings reported in the Horticultural Society Journal and commercial growers inspired by the idea.
