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.
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.
Tesco has revealed customer demand for out-of-season forced rhubarb has rocketed by 200 per cent compared with the same time last year.
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.
“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.
