A new red-colored celery in an image courtesy of Duda Farm Fresh Foods. REUTERS/Duda Farm Fresh Foods

MIAMI (Reuters) - A Florida-based produce company is looking to titillate the eye and the taste buds by offering a new red-colored celery to give a “colorful crunch” to salads and dips.

Celery producer Duda Farm Fresh Foods unveiled the celery variety, to be sold under the brand name Celery Sensations, at the U.S. Produce Marketing Association’s annual Fresh Summit Trade Show in Orlando, Fla. on Saturday.

The company said its researchers developed the milder-tasting red salad vegetable by cross-pollinating an existing green commercial variety with an old-world heritage celery root, or celeriac variety, whose original heirloom seed could be traced back to Eastern Europe.

“It has the same great crisp, fresh flavor as regular celery,” Duda Farm Fresh Foods’ President Dan Duda said in a statement.