Stat of the day: £9.99

The price of a bag of black summer truffles at Morrisons' Kirkstall branch, which claims it's the first supermarket in the UK to sell them.

by Emma Haslett
Last Updated: 09 Oct 2013
Truffles might be more at home on the shelves of a Cordon Bleu chef than a supermarket, but that hasn’t stopped Morrisons’ Kirkstall branch from stocking up on them. The supermarket’s selling fresh black summer truffles, sourced from Umbria, at £9.99 per 100g bag, or £99.99 per kilo.

Morrisons says it’s decided to stock the truffles because customers are ‘becoming increasingly ambitious’ about their cooking, ‘seeking rarer and unusual produce’. And while consumers are scrimping and saving (particularly with inflation at 4.2%), there’s apparently a market for ‘affordable luxuries’.  

And for those who like a back-story to their food, the truffles are apparently searched out by ‘specially trained’ dogs late at night. Sounds like a lot of effort to us…

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