Sales of Tenderstem have grown more than 25 per cent in a year.
The 52-week figures to the end of 2013 have shown volumes sold have exceeded 5 million kilos for the first time.
Marketing activity in 2013 included print and online advertising, recipe development, promotion of the British season and category sponsorship at the Guild of Food Writers Awards, as well as consistent retail support.
Andy Macdonald, managing director at Coregeo, which licenses Tenderstem in the UK, said: “This is a significant milestone for Tenderstem. Volume sales have grown 25 per cent in the last year. This is a ten-fold increase from 2005.
“Much of the brand’s success during the economic downturn is down to shoppers recognising that it offers great value because there is no waste. It is also due to our business model where royalty fees are reinvested into brand promotion.”
Tenderstem is a cross between Chinese kale and regular broccoli.
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