Sales of popular black kale are up as consumers responds to social media trend to increase fibre intake as a way to improve gut health and manage weight
Sales of Cavolo Nero kale have risen by 17 per cent year on year in volume, and 12 per cent in value, thanks to a rising consumer interest in eating more fibre.
Supplier AH Worth has confirmed the figures, and said demand has continued to build across UK retail.
“Cavolo Nero is seeing strong growth as shoppers look for fibre-rich ingredients they can easily use in everyday meals,” said managing director - Fosdyke Farms at A.H. Worth, Matt Walton.
“Its versatility is driving trial and repeat purchase, making it increasingly popular with consumers,” he added.
A trend known as ‘fiber-maxxing’ is popular on social media to help manage wait and regulate gut health, with low fibre consumption typical across the adult population.
Google searches for “how to cook Cavolo Nero” up 20 per cent year-on-year, as shoppers look for ways to cook with it at home.
AH Worth runs multi-channel consumer campaign, Discover Great Veg, in partnership with PR company Ceres, which it said has helped increase awareness and inspire usage among shoppers.
In 2025, the campaign delivered more than 671 million opportunities for consumers to see and hear about vegetables, including Cavolo Nero.
The company said it supports sales growth through combining UK production with Italy and Spain to maintain consistent availability and meet retailer demand.
