It has been refreshed with a new website (www.tenderstem.co.uk) and a new logo, to better cater to its growing fan base.
Andy Macdonald, managing director of Tenderstem's master licensor Coregeo, described Tenderstem's new logo as a "positive marque" that is "bold and confident, fresh and modern".
He said: "The line that 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 again see impressive sales uplift in 2010 and beyond."
Tenderstem was launched on a small scale at Marks & Spencer in 2003 but is now stocked by all major retailers.
Macdonald said: "We have worked hard to establish Tenderstem as the gold standard in the premium broccoli market and although the product has proved to be incredibly popular with consumers and retailers, generating more than £100m in sales over the past five years, in order to maintain this position we must remain focused to stay ahead of its imitators."
The web redesign has focused on the most visited areas of the site, its recipe pages, which are now in database format.
Also new for this year is a PR campaign dubbed "Tenderstem's Year of Health", which features recipes by food writer and celebrity chef Jo Pratt.