shopper

"Competition is fierce for every pound spent by shoppers on health and beauty products", she said, adding that competition was "strong" from the likes of Boots to B&M.

But some experts have warned that they could also push exporters towards other countries like China and risk raising prices for American shoppers.

Free shipping is important to many U.S. shoppers.

"The scanner will enable shoppers to choose the avocado that is right for them and which therefore can help them plan their usage and desired shelf life," says Ms Lawrence.

And as its core customers aged out of its products, it struggled to replace them with new shoppers or adapt its products to its old base's tastes.