This autumn sees the arrival of Savoy pointed cabbage, developed in partnership with Bejo and AS de Boer, on the retailer’s shelves
Dutch marketer The Greenery says it will supply Savoy pointed cabbage to supermarket chain Jumbo for the first time this autumn in response to growing demand for plant-based food among younger adult consumers.
The product has been developed through a partnership between The Greenery, Jumbo, seed breeder Bejo, and producer AS de Boer.
According to Joris de Boer, who grows the cabbage, its striking pointed shape, mildly sweet taste, and crunchiness make it a potential winner.
“When I first saw the Savoy pointed cabbage, this product immediately reminded me of cherry tomatoes: a new product derived from an existing product but with even more flavour,” he says.
“Traditional pointed cabbage remains ideal as an ingredient in salads due to its tender structure and sweet flavour,” he continues. “The Savoy pointed cabbage is also ideal for the wok, or for roasting for that extra bite. This brand new product makes us very proud!”
Ruud de Vries, Jumbo’s vegetables category manager, welcomes the chance to improve the retailer’s vegetable range.
“We always look for innovations in the vegetable section. The open-field category has traditionally been quite traditional, but we certainly see opportunities here,” he says.
“The savoy pointed cabbage fits in well with the season and comes from the Netherlands. That fits in perfectly with what Jumbo stands for.”
Katinka Bijl, product marketeer at The Greenery, believes the product will meet with strong consumer interest.
“Plant-based food is hot! And, this savoy pointed cabbage has a short preparation time and therefore fits in well with the need for convenience of consumers, especially Millennials and GenZ,” she comments.
“In addition, the cabbage, like pointed cabbage, has a sweetness that will certainly make children enthusiastic about eating it.”
