A pop-up store will be opening in London next month to promote branded vegetable Kalettes.
The Kalettes pop-up shop will be open from Thursday 30 November to Sunday 3 December at Hoxton's Railway Arch, Geffrye Street, London.
Kalettes are a cross between kale and Brussels sprouts, and are stocked in Sainsbury's, Tesco, Waitrose, M&S, Lidl, Aldi, Co-op, Morrisons, Home Bargains and Whole Foods.
"We want to bring Londoners the chance to sample the product and interact with our brand, but moreover we want to do it for a good cause: all the money raised will be donated to a charity," said David Rogers, UK sales director at Tozer Seeds.
As well as its taste credentials, suppliers are keen to emphasise the health properties of Kalettes, which NHS dietician and writer Maria Dow says contain double the amount of vitamin B6 and twice the level of vitamin C than standard sprouts. They are also rich in vitamin K.