A British company is set to introduce into the London market its first-ever square-shaped melon this October.

Tesco, the largest grocery homeshopping service in the world says the square melons would be imported from Brazil. It said the grower of the melons placed boxes around the fruit during its growing period which naturally swells to fill the shape.

Damien Sutherland, buyer of exotic fruits for Tesco said, "We"ve seen samples of these watermelons and they literally stop you in their tracks because they are so eye-catching.

"These square melons will make it easier than ever to eat because they can be served in long strips rather than in the crescent shape."

He said the square-shaped melons will hit Tesco stores starting October and will be priced under $9.50.