Consumers spent some £21.4 million on British Asparagus during its peak eight week season, which is up 22 per cent on the previous year, it has been revealed.
It is now understood that this places the household penetration at 16.2 per cent.
Sales of British asparagus have shown a general increase over the past three seasons. Tesco and Sainsbury's have shown sales around the 4,500 units mark throughout the eight weeks ending 13 June 2010, a marked increase on 2008's 3,000 units.
Other UK supermarkets including ASDA, Waitrose and Co-Op have also shown a steady increase in British asparagus sales.
It is estimated the product reached seven million consumers through extensive TV, radio and print coverage. It is estimated that four asparagus articles each day during the eight week season were produced.
Within the next two years British Asparagus aims to be the vegetable of choice for one in five UK households.
Onboard to help promotional organisation British Asparagus with its aims is up-and-coming celebrity chef Tiffany Goodall. Her best-selling student cookbook From Pasta to Pancakes and recently published The First Flat Cookbook have seen her gain popularity with younger cooks.
Well-known TV chef and food writer Gizzi Erskine is also supporting the 2011 British Asparagus campaign, with a set of new and exclusive recipes.
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