How do you pronounce quinoa? Shoppers struggle to say food names correctly
Shoppers are having trouble pronouncing some of the names of the growing stock of international food and drink in UK stores, according to research.
The Co-op has published a list of the biggest taste-bud tongue twisters, headed by tzatziki, bouillabaise, ceviche, Parmigiano Reggiano and edamame.
Over half of 2,000 adults surveyed admitted they mis-pronounced prosciutto, Rioja and the superfood quinoa.
The Co-op is launching a pronunciation training guide to its stores' staff and information shelf tickets to help customers.
Dr Catherine Sangster, head of pronunciation at the Oxford English Dictionary, said: "These pronunciations can be unexpected or controversial. Some speakers will want to say the name in a completely authentic manner, matching the original language, and other speakers will be influenced by the spelling or prefer to anglicise the sounds."