New printed labels are being used by Asda to alert consumers to the ripeness of its produce.

Damien Gray, the company's avocado buyer, believes the new traffic light labelling system is a "groundbreaking" innovation.

Indeed, he told the Guardian that Asda is the first supermarket to adopt this method, which enables shoppers to select "fruit at the peak of its ripeness".

"From initial customer feedback, we think we're on a winner as avocado ripeness is one of our shoppers' top bugbears," he commented.

Mr Gray described this new labelling system as a very straightforward approach that will simplify the process of purchasing what has typically been a "complicated" item to buy.

This could prompt other major retailers to follow suit and put a similar means of pointing consumers towards the ripest produce in place.

The new traffic light labelling system is to be trialled in 30 Asda outlets before being rolled out to all its stores in the UK over the next few months.

Denny Bros Ltd 20 July 2012