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Vegetables marketed as “fruit-type” produce are booming in China, commanding substantially higher prices even as conventional fruit prices weaken. The emerging category - premium "fruit" snack food - includes cucumbers, sweetcorn, carrots and other vegetables selected for sweeter flavour, thinner skins, crisper texture and easy snacking. The word “fruit” is intended to suggest produce that can be eaten conveniently and enjoyably—rather than describe any new botanical category