Tenderstem broccoli launched its refreshed brand and new website with a consumer sampling initiative at the fou- day Vitality Show at London’s Earl’s Court last week.
Tenderstem’s consumer base is with health-conscious female consumers and the brand’s investment in a kitchen stand at the Vitality Show, which attracted 50,000 visitors, reflects this.
Food writer and celebrity chef Jo Pratt, with a team of chefs, were on the stand cooking Tenderstem, bulgur wheat and carrot salad, which they prepared for 10,000 eager recipients who were all given recipe cards to take away.
Andy Macdonald, managing director of Coregeo, master licensor for Tenderstem in the UK, said: “We know from our research that once consumers have tried Tenderstem, they love it and they become loyal to the brand almost instantly.
“I am sure we will have won new Tenderstem fans but I’m also delighted to hear that so many people had already tried Tenderstem and were interested to hear about new ways of cooking with it. The brand has grown by 25 per cent in the past year and we’re keen to continue this trend.”
Some 70kg of Tenderstem were used to create the tasty salad during the four-day show, along with 60 kilos of Chantenay carrots and 315 red onions, 157 lemons and 10kg of fresh mint, as part of Tenderstem’s Year of Health campaign.
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