British blackberries are going through a revival with growers claiming sales will have almost doubled in a year by the season's end.

Compared to September 2013 when 808 metric tons (MT) of blackberries were sold across the U.K., last month's figures reveal an increase of 44% with a total of 1,123MT sold to date, according to industry experts.

British Summer Fruits, an organization representing 98% of berry growers in Britain, says this year's crop will break records with sales targets set to bypass the 2,000MT mark by the end of the 2014 season.

Sweeter varieties of blackberries are being cited as one reason for the sales surge, as consumers regularly buy punnets as a healthy and sweet fruit snack.

BSF say blackberry growth is set to continue as commercial growers are developing new sweeter varieties and are investing in breeding programs to fulfill consumer demand.

As the shift in eating habits continue and more consumers perceive blackberries as a snack option, sales are predicted to climb over the next five years.

British Summer Fruits chairman Laurence Olins says this effectively represents a whole new market in the U.K. and the sector is preparing itself for a blackberry boom.

"British consumers are some of the luckiest in the world when it comes to blackberries as the UK is at the forefront of new technologies and breeding methods, resulting in exceptional quality, flavourful fruit," he said in a release.

"Our growers have seen the market grow substantially in recent years, by more than 70% in the last decade. They are now developing their offer to include sweeter, snacking varieties which will really transform sales and accelerate growth of the category."

Another contributing factor to such a successful season is the fact this year’s blackberries emerged more than one month earlier than usual, with an abundance of the fruit on offer since mid-August.

The contrast of high levels of sun, warm days and cooler nights has resulted in very sweet fruit production with high levels of sugar and lower acid levels.

Climate-control technologies used in the U.K. blackberry-growing sector means the season can run until November.

The blackberry varieties available in the U.K. include Chester, Loch Ness, Loch Tay, Karaka black, Obsidian and Black Magic.

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