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Fred Searle

BY FRED SEARLE

Frozen Tenderstem lands innovation award

Consumers recognise brassica brand for NPD excellence at British Frozen Food Federation Awards

Frozen Tenderstem lands innovation award

Frozen Tenderstem was launched in January

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Frozen Tenderstem has been named Best New Vegetable-Based Product in the annual British Frozen Food Federation (BFFF) Awards.

The win follows the premium brassica product’s exclusive launch at Iceland in January after almost a decade in development.

The awards, which celebrate excellence and innovation in new product development, are judged by panels of independent consumers from across the UK.

Shoppers mark products for appearance, taste, innovation, packaging, preparation instructions, likelihood of purchase and value for money.

Coregeo’s assistant marketing manager Theresa Richards said: “The development of frozen Tenderstem has been a complex process, so it’s very rewarding to be recognised by the experts at the BFFF for the quality and innovation of the product.

“We know that our frozen stems are already winning the hearts of Iceland customers, but it’s great to have the official stamp of approval for our latest innovation.” 

The BFFF victory comes hot on the heels of success at the International Food and Beverage Excellence (FAB) Awards in May where Tenderstem won gold in the Best Press & Print category.

The award recognised the work of world-renowned photographer Carl Warner, who collaborated with PR agency McCann in Bristol to create the 'make every dish a little adventure' campaign of ‘foodscape’ adverts.

Frozen Tenderstem is supplied by Kenyan firm TSA International, which developed a technique of freezing the hand-picked crop as individually-frozen stems.

TSA worked closely with Tenderstem breeder Sakata and UK master licensor Coregeo to bring the product to market.

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