More Tenderstem was sold in September 2014 than in the entire year of 2004.
The Chinese kale and regular broccoli hybrid had sales of 564,000kg last month.Tenderstem sales are at 26 per cent up by volume for the year to September, and 2014 is set to be the best year ever for the vegetable brand.
Andy Macdonald, MD of Coregeo, Tenderstem master licensor in the UK, said: 'We are very pleased with the strides Tenderstem has made in the past decade. The success achieved by Tenderstem is remarkable because since 2008 it has happened in some of the most challenging economic conditions the UK has had to endure.
'Its continued success, as household incomes remain under pressure, shows the product has met a very clear shopper need and the brand has been successful as a result of sustained investment by all its stakeholders.'
Tenderstem was first introduced to British shoppers in 2000. In the ten years between 2004 and 2013, sales have grown tenfold to over 5 million kilos.
Michelle Toft, Tenderstem marketing manager, said: 'The brand's success is based on consistent messages that remain as relevant to shoppers today as they did when we first started. Taste, versatility and its health benefits are attributes that Tenderstem continues to offer shoppers. Because there is no waste it fits easily into people's busy lifestyles and offers good value for money.'
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