Tenderstem broccoli is to relaunch with a new website and logo as it looks to further strengthen its position in the market.
The new developments for the brand, which has seen a meteoric rise in public popularity since its original launch by Marks & Spencer in 2003, will be unveiled alongside a sampling initiative at the Vitality Show at London’s Earl’s Court on 18-21 March.
Food writer and celebrity chef Jo Pratt will be demonstrating one of the recipes she has developed for Tenderstem’s Year of Health campaign on the stand at the show.
The Tenderstem web redesign is a deliberate move away from traditional corporate product sites and features a recipe database and accompanying strong imagery.
Andy Macdonald, managing director of Coregeo, the master licensor for Tenderstem in the UK, said: “We have worked hard to establish Tenderstem as the gold standard in the premium broccoli market and although the product has proven to be incredibly popular with consumers and retailers, generating more than £100 million in sales over the past five years, in order to maintain this position we must remain focused to stay ahead of its imitators.
“Tenderstem’s new logo is a positive marque that is bold and confident, fresh and modern. The line which accompanies it, ‘goodness from head to toe’, reminds the consumer that Tenderstem is tasty, healthy and edible from floret to stem.
“With a dynamic campaign set to run this year, great retailer support and the platform of the brand relaunch to take us forward, I’m confident that we’ll once again see impressive sales uplift in 2010 and beyond.”
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