Tesco reports soaring sales of a wide range of colourful veg
Brits are increasingly eating a range of different coloured fruit and veg, in a trend that has been welcomed by nutritionists.
According to Tesco, over the past few months, sales have rocketed for different-coloured vegetables such as rainbow chard, rainbow carrots, purple broccoli, dark purple Cavolo Nero and pink onions.
Specifically, the supermarket said that demand for rainbow carrots and pink onions is up 100 per cent this autumn versus last, with rainbow chard up 70 per cent. Demand for Cavolo Nero is up by more than 30 per cent in last year and purple broccoli is up by 10 per cent over the same period.
Tesco said the new trend is prompting UK vegetable growers to plant more of the colourful varieties to meet the growing demand, with AH Worth starting to grow rare red kale. The line will be launched at Tesco in the coming weeks.
Fellow Lincolnshire brassica specialist TH Clements has seen demand for purple sprouting broccoli increase so much that it now grows three times as much as it did in 2022.
”We are seeing a definite surge in demand for more unusual, brightly-coloured vegetables in a trend which has become especially pronounced in the last few months,” said Tesco brassica buyer Simon Tenwick.
“This summer we saw all-time record demand for fruit with millions of extra packs of berries, cherries, watermelons, pineapples, grapes and bananas among the top sellers.
“With this latest increase it would appear that more shoppers are now actively looking for healthy vegetables in order to improve their nutritional intake. As a direct result of this rainbow vegetables trend we have decided to stock red kale, which will be going on sale in a matter of weeks.”
AH’s Worth commercial manager Darren Huxtable claimed that demand for brassicas in general is at its highest in living memory. ”Kale has never been more popular in the UK and shoppers are finding it a very versatile vegetable that is equally delicious in salads as it is worth a traditional roast dinner,” he said. ”But we’re also hearing that it has become a favourite with the younger generation who are whisking it up in smoothies.
“In the spring we decided to trial planting red kale as this variety is slightly sweeter and the bold colouring helps brighten up salads and smoothies in the dark winter months.”
Tesco nutritionist Natasha Maynard said that evidence shows there are significant health benefits to getting at least five portions of a variety of fruit and vegetables every day. A variety of colour not only gives a strong visual impact on the plate, she said, but different coloured fruits and vegetables contain different vitamins and minerals the body needs to maintain good health.
