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Frozen Tenderstem launches at Asda and Ocado

Premium brassica expands frozen product to new retailers following initial success at Iceland

Frozen Tenderstem launches at Asda and Ocado

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Frozen Tenderstem has landed two major new listings, launching in Asda and Ocado.

The premium brassica, which comes in individually-frozen stems, is now available online through Ocado as an organic product and conventionally grown at Asda where it will hit shelves on 2 March.

The product was first launched in the UK at Iceland in January 2018 following over a decade of R&D. The Tenderstem is hand-picked and frozen within hours at the point of harvest so that it retains key vitamins and nutrients.

Theresa Richards, marketing manager at Tenderstem, said: “We’re seeing a huge increase in consumers preparing meals for one or two people, which reflects modern living and the increasing number of smaller households in the UK. 

“For this group of shoppers, convenience and avoiding waste is a key factor in purchasing decisions, and frozen Tenderstem was developed to address this.”

She added: “Frozen Tenderstem can be added to any number of dishes and cuisines – as each stem is frozen individually, you can add the required amount without any preparation or waste. We’re confident this extension to the Tenderstem brand will be a hit with Asda and Ocado shoppers.”

Frozen Tenderstem comes in a 250g bag at both Asda and Ocado, with the latter launching the product at an introductory price of £1.30.

The new listings follow a strong year for chilled Tenderstem in 2018, with the brand reporting record-breaking sales volumes in excess of 12.5 million kg.



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