Grocery giant Tesco has unveiled its latest product, a new kind of melon, which it hopes will take the food market by storm.
Square-shaped watermelons, imported from Brazil and taking 60 days to reach maturity, are to be sold in Tesco's British stores for the first time this autumn.
The cuboid fruits currently retail in Japan for around £46 as a novelty, but Tesco exotic fruit buyer Daniel Sutherland is convinced that they will retail in Britain for significantly less than this – and take the country by storm.
"We've seen samples of these watermelons and they literally stop you in their tracks because they are so eyecatching," Mr Sutherland said.
"Our ones will cost less than a fiver and at that price we will expect orders to come in from Japan let alone other parts of the world."
Among the benefits Tesco points out in addition to the fruit's bizarre novelty value is the angular melon's ability to stay still rather than roll around. They can also be served in long strips rather than in the traditional crescent shape, making them "easier than ever to eat" according to Mr Sutherland.
The fruits, which possess dark green and yellow stripes, will be marketed in Britain in October for under £5.
With Tesco controlling 31.1 per cent of Britain's grocery market, according to a recent TNS survey, it seems likely that square-shaped melons will be gracing many a fruitbowl as the nights begin to draw in.