Beetroot is set to follow in the footsteps of blueberries and broccoli to become the superfood of the moment for 2006, Tesco is claiming.
The Victorians used to use the vegetable as a hair dye, but now beetroot is enjoying a resurgence of appeal among the young and trendy thanks to its wealth of health benefits and a push by top restaurants and food critics.
According to Tesco, sales of beetroot have doubled in the last year, requiring store managers to devote further space to the fresh vegetable in their produce aisles.
Tesco beetroot buyer Sam Pearl said food specialists have long known about the product’s health properties, including its high fibre content, which can help to reduce high blood cholesterol levels.
But the consumer demographic has changed following its inclusion in the widely followed GI diet launched last year, he claimed: “Beetroot was once only popular with the older generation, but now more young people are recognising it for its versatility, great taste and health benefits.”
Beetroot contains the phytochemicals carotenoids and flavonoids, which help prevent LDL, unhealthy cholesterol, from being oxidised and deposited in the arteries.
It is also fat-free and low in calories and may have a beneficial effect on serious illnesses, said Dietician Fiona Hunter.
“Cooked beetroot is also a great source of folate which some studies suggest may help to protect against high blood pressure, Altzheimers and dementia,” she claimed.
Celebrity chefs have been demonstrating the versatility of the vegetable by preparing it in increasingly adventurous ways.
And instead of opting for a jar of pickled beetroot, consumers are now enjoying it in a crisp form, in a warm mash, blended into a fresh smoothie or whipped up into a chocolate cake, Pearl said.
To cash in on the consumer craze Tesco has launched ‘Sweetfire Beetroot’ which is marinated in chilli, he added.
Meanwhile, on the back of the current sales surge growers who have never previously handled beetroot are now planning to grow it.
Tesco said it sources beetroot from the Cambridgeshire Fens, which boasts a favourable combination of soil, sun and water to produce a sweet, full flavoured root.
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