Seed firm Tozer Seeds is renaming its sprout-kale hybrid Flower Sprout under the name Kalette in all markets.
Already marketed as Kalette in the US and Australia, the company is now unifying the product under one name to capitalise on the ongoing popularity of kale.
“When we first launched Flower Sprout in 2010, Kale wasn’t so important,” said sales director David Rogers. “Foodies have found Flower Sprouts and love them, but we haven’t reached as many ordinary shoppers, and we feel the Kalette name will enable this.”
Flower Sprout doesn’t translate easily across all languages, Rogers continued, which was another factor behind the name change.
The new name will come into operation in time for the new season, beginning in October 2016, with the visuals of the brand remaining the same.
Kalette is sold in Waitrose, Sainsbury’s, Lidl and Aldi in the UK, and Rogers said he expects it to be listed in more major retailers this year.
Tozer Seeds is exhibiting at Fruit Logistica, held in Berlin this week (3-5 February).