Bellaverde broccoli debuts at Sainsbury's

The international marketing magazine for fresh produce buyers in Europe
Steven Maxwell

BY STEVEN MAXWELL

Bellaverde broccoli debuts at Sainsbury's

British vegetable specialist Marshalls hails launch of new sweet-tasting brassica as a unique new product offering

Bellaverde broccoli debuts at Sainsbury's

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Leading British vegetable grower-marketer Marshalls has launched a new sweet-tasting broccoli variety, Bellaverde, which it believes has a strong potential to “over-index on sales” with UK retailer Sainsbury’s.

Marshalls’ managing director, Nigel Clare, told Fruitnet that the variety boasted similar characteristics to slender broccoli, but with an “intense sweetness”.

Bellaverde has initially been launched in Sainsbury’s stores and the Marshalls’ MD is confident the variety will sell well, as he believes it will “provide consumers with something new to try”.

Marshalls has also recently launched a new range of mini brassica products aimed at increasing demand for fresh-cut products in the UK.

With the UK now among the fastest-growing fresh-cut markets in Europe, the Produce World subsidiary has increased its prepared operation by 120 per cent over the past 12 months, adding new facilities in the UK and Spain.

According to Mr Clare, the company’s sales have been driven by an “intense category analysis” carried out by the group looking at the factors consumers "need and want" from brassicas.

The result of this research, he said, is that Marshalls has developed a range of new convenience products “in tune with consumer needs”, including baby cauliflower, mini turnips, mini pak choi, shredded kale and floret packs. “We are focussed on delivering a tasty range of vegetables with a clear ‘wow’ factor to ensure repeat purchasing,” he added.

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