Tenderstem broccoli has enjoyed a strong 12 months in the UK, with master licensor Coregeo reporting that sales to November 2011 had increased by nearly 30 per cent on the same period of the previous year.
'We’re delighted to see such a dramatic increase in sales, especially given the tough economic climate forcing consumers to think carefully about every purchase they make,' said Andy Macdonald, managing director of Coregeo. 'Tighter budgets have encouraged an increase in eating at home rather than in restaurants, and Tenderstem offers an ideal choice for both quick and easy midweek meals as well as fine dining at home.'
Sales in the UK have been boosted by a marketing campaign that includes PR, advertising, social media and a strong internet presence, driving up awareness and trial purchases among non-buyers and encouraging increased purchase frequency among existing customers.
Over the course of the past 12 months, Tenderstem's household penetration has experienced a 14 per cent increase and purchase frequency has also climbed, by over 8 per cent.
The extensive marketing programme will continue throughout 2012 with a new umbrella campaign theme that will communicate the speed and versatility of Tenderstem when cooking, named 'Tenderstem in Ten'.
Ten carefully selected chefs, including Tom Aikens, Diana Henry and Kerstin Rogers, will support the campaign by developing quick and easy recipes and encouraging consumers to create something using Tenderstem that an be on the table in 10 minutes.
'Since managing the brand Tenderstem sales have grown from 400 tonnes in 2004 to over 3,000 tonnes in 2011,' Macdonald added. 'We are now looking forward to building on this success in 2012.'
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