Love lies bleeding is one variety of this plant, associated poetically with immortality (8)

I believe the answer is:

amaranth

(Other definitions for amaranth that I've seen before include "Plant; purple colour" , "Type of cereal" , "Edible plant; purple" , "Fabled never-fading flower" , "South American cereal; purple colour" .)

I've seen this clue in The Sunday Times and The Times.

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