Tozer Seeds’ flagship product, the Flower Sprout, was presented to international specialised media during a working lunch held by the British seed company at Fruit Logistica in Berlin.
At the event, journalists from all over the world had the opportunity to taste and discover the Flower Sprout's unique features.
Having been available in the UK, and also for the first time in Germany, Norway, Sweden, Switzerland and The Netherlands, Flower Sprout is now involved in a pan-European marketing campaign that began with the presentation of its new creative concept - 'Life in full bloom”.
Based on what Tozer calls its four product strengths – versatility, healthiness, sparkling flavour and ease of cooking – the campaign's goal is to communicate that the Flower Sprout is not just a brand new vegetable but is also a product that makes consumers feel good while enjoying everyday life.
To raise awareness in markets where Flower Sprout wants to be established in the short term, the brand will implement a wide array of activities aimed at both retailers and consumers.
These activities, including a permanent press office and new promotional materials, amongst others, will be intensified from September onwards, when the vegetable's season starts - production currently stands at around 250 tonnes.
Flower Sprout has already crossed the Atlantic and landed in the US under the name Kalettes.
David Rogers, UK sales director at Tozer Seeds, explained in his presentation to the media how the company feels in relation to the product.
“Completely new and unique, Flower Sprout is the result of 15 years of work," Rodgers explained. "When we started working on it we saw an enormous potential so we kept working until finally in 2010 we introduced the product at Marks & Spencer.
“Moreover, to be awarded with the third prize of the Fruit Logistica Innovation Award meant a lot to us due to the interest that generated between the media," he added.