The Co-operative Group has welcomed its first British Tenderstem broccoli season with promotions in-store.

The product hit the shelves in selected Co-op stores throughout the UK on Monday, and shoppers have been able to pick up 25 per cent extra free on a special offer.

The vegetable, which is traditionally grown in Kenya and Morocco, has been produced in Worcestershire for The Co-operative.

Sean Deakins, category buyer for produce at The Co-operative Group, said: ‘’Tenderstem broccoli has proven itself to be a highly successful addition to our premium Truly Irresistible range, and we were keen to add this product to our portfolio of UK-grown produce. This summer we have combined UK growing with the more traditional sources and, despite the bad weather, have been delighted with the results.

“So far, we have been very pleased with the consumer response to this relatively new, yet delicious, product. Tenderstem’s versatility is a particular strength and we hope that this promotion will reward the loyalty of our existing customers, and hopefully attract some new ones, too.”

The promotion will run in selected Co-op stores from July 30 to August 19.