Paul Curtis, Tesco’s rhubarb buyer, 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.
‘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.
The forced rhubarb season runs from January until March, while outdoor rhubarb grows from April until October.
The UK supermarket giant has revealed that out-of-season forced rhubarb has seen a 200% surge in demand from customers compared to last year.
Rhubarb is traditionally grown in Yorkshire and production has focused on an area of West Yorkshire called the rhubarb triangle, the outlet reports.
