The Tenderstem broccoli variety has undergone an innovative brand launch in the UK in a bid to move towards a more consumer-oriented position while also 'leading and driving the market standard forward'.
As part of the move, the product's brand logo has been refreshed, while a new website will also launch later in the month to coincide with the brand's consumer sampling initiative at the Vitality Show, which takes place in London on 18-21 March 2010.
'We have worked hard to establish Tenderstem as the gold standard in the premium broccoli market and although the product has proved to be incredibly popular with consumers and retailers, generating over £100m (€110.4m) in sales over the past five years, in order to maintain this position we must remain focused to stay ahead of its imitators,' said Andy Macdonald, managing director of Tenderstem's UK master licensor Coregeo.
The original Tenderstem brand was developed in 2003/04, when the product first launched on a small scale at UK retailer Marks & Spencer, with the product now listed by all major retailers.
'Tenderstem's new logo is a positive marque that is bold and confident, fresh and modern,' said Mr Macdonald. 'The line which accompanies it ('goodness from head to toe') reminds the consumer that Tenderstem is tasty, healthy and edible from floret to stem.'
Meanwhile, Tenderstem's website redesign sees the most visited pages – the recipe pages – move to a database-driven design, with enhanced images and a shift away from corporate product sites.
Food writer and celebrity chef Jo Pratt will once again front the campaign, taking part at the Vitality Show with a series of demonstrations of one of the recipes she has developed for Tenderstem's Year of Health campaign.
'I'm so pleased to be representing Tenderstem again this year and I'm looking forward to meeting the ladies and maybe even a few gents at the show and cooking my Tenderstem, bulgur wheat and carrot salad for them,' said Ms Pratt. 'At last year's taste of London show it was great to hear that so many consumers are as enthusiastic about Tenderstem as I am.'
Mr Macdonald added that the Tenderstem variety could look forward to the coming year with confidence.
'With a dynamic campaign set to run this year, great retailer support and the platform of the brand relaunch to take us forward, I'm confident that we'll once again see impressive sales uplift in 2010 and beyond,' he said.
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