Norfolk Plant Sciences Ltd. Located in Norwich, England has developed a GM tomato incorporating genes enhancing deposition of anthocyanins resulting in a strain with a striking purple color.  Both the skin and flesh of the tomato contain the pigment as a result of a genetic modification that inactivates genes inhibiting the production of the anthocyanin common to blueberries. It is claimed that the Big Purple Tomato™ has an extended shelf life and superior nutritional qualities. 

The Norfolk Big Purple Tomato™ has successfully completed a USDA Regulatory Status Review for genetically engineered (GM) plant products. This approval, granted under the Secure Rule, suggests that additional GM fruits and vegetables may become commercially available. These cultivars will offer benefits to producers through pest resistance, drought and heat tolerance and also provide improved nutritional profiles for consumers.