The latest figures from Kantar reveal that Tenderstem® broccoli is driving real growth in the speciality vegetables category. The leading brassica brand is celebrating a strong crop that will help to secure a fruitful end to the UK growing season, which runs until early November.
The brand has reported impressive growth year-on-year in terms of both volume and value, outperforming the specialist vegetable category by 25 percentage points in value, 52 WE 6th Sept 2020. While the category as a whole has grown by a healthy 8.6% from last year, sales of Tenderstem® broccoli have increased by 34% in value during the same period.
The story for the Tenderstem® brand is also positive in terms of volume sales. Year on year, the speciality veg category was up 5.2% in volume while Tenderstem® grew 42.7% in volume – a result that has delivered real growth for the category overall.
This sustained evidence of consumer demand coupled with good availability of high quality, UK-grown product into autumn means the Tenderstem® team expects a strong end to a productive season, where growers, licensees and retailers have all worked tirelessly to keep the best quality product on shelf.
Tenderstem® broccoli continues to be popular as a staple vegetable in homes across the country, as well as in the nation’s favourite restaurants. Food service volume sales of Tenderstem® broccoli rose by 27% for the month of August vs. July 2020, which the brand attributes to the popular Eat Out to Help Out government scheme, with Tenderstem® broccoli appearing on the menus of popular chain restaurants such as Wagamama, Giraffe, Wahaca and Miller & Carter as well as a vast number of independents.
The brand has also placed a heavy focus on scratch cooking through its 2020 comms plan, positioning Tenderstem® broccoli as a versatile ingredient to have on hand for any number of dishes. The brand’s recent campaigns, such as a collaboration with cookbook author Dr Rupy Aujla of The Doctor’s Kitchen, have been strengthened by the popularity of the specialist veg amongst some of the nation’s best-loved chefs and food writers. Tenderstem® broccoli has appeared in cookbooks such as East by Meera Sodha, Dumplings and Noodles by Pippa Middlehurst, The Quick Roasting Tin by Rukmini Ayer and BOSH!: Simple recipes. Unbelievable results. All plants. by Henry Firth and Ian Theasby.
Tenderstem® marketing manager Lacey Bradshaw said: “Thanks to the hard work of our growers and licensees, we have had a strong UK growing season and consumers are still able to get their hands on the best of British-grown Tenderstem® broccoli into autumn.
“As Covid restrictions return to many parts of the UK, we expect at-home consumption to increase over coming months as consumers opt for Tenderstem® broccoli as a trade-up vegetable for their Sunday roast dinner, or as a quick and easy addition to mid-week meals. Whether consumers are following a recipe from their favourite cookbook or freestyling, the versatility of our stem-sational veg makes it a great addition to any kitchen.”
Tenderstem® broccoli is grown on farms in Lincolnshire, Hampshire, Herefordshire, Worcestershire and Jersey from June to November; for the rest of the year, Tenderstem® is grown primarily in Kenya and Spain.