Waitrose is to launch a range of "ugly" fruit at a discounted price.
Less than perfect fruit has been rejected out of hand
The range of strawberries, tomatoes, plums and other fruit would normally be rejected as visually unappealing.
The fruit will be marketed as for use in cookery or jam making but could appeal to bargain hunters and those concerned about food waste.
Farming and environmental groups have often criticised supermarkets for rejecting fruit and vegetables for minor blemishes or being mis-shapen.
The National Farmers Union said it welcomed Waitrose's move and hoped that other supermarkets would follow suit.
Tom Richardson, Waitrose fruit buyer, said the range would make customers "realise that while beauty might be skin deep, flavour certainly isn't".
The range goes on sale in 57 Waitrose supermarkets from Monday.