Winter brassica Kalettes have returned to retail shelves, backed by new branding and marketing activity.
The brand, which is owned by Tozer seeds and is being sold in Tesco, Sainsbury's, Waitrose, Morrisons, M&S and Lidl, as well as in wholsale, has been given a facelift to appeal to a wider demographic.
It is now appearing under the strapline 'We're not worthy', which brand managers say recognises the perception of 'hippy and earthy' connotations and will help reach new audiences.
A further development sees Kalettes teaming up with the Women's Institute to conduct product sampling and promotional activities among its 225,000 members across 6,400 groups nationwide.
A new online portal has been developed to showcase the new-look brand, featuring newly developed recipes and photography, as well as blog submissions from bloggers and journalists. This is being backed by substantial social media activity and a retailer awareness programme.
'This year we have taken a very strategic approach as to who best to engage with and have made investments where we believe the most benefit will be gained,' said Tozer's Robin Bartels. 'This has come about from analysis of various analytics and Kantar data.
'With a short season and KPIs to hit, the 18-19 season is about solidifying the foundation we have created. Delivery and continuity for our core consumers will be instrumental in order to allow the expansion and attraction of new customers next season.'
Kalettes are priced from £1 for 150g packs and are available until April 2019.
