The product has been refreshed with a new logo sporting the phrase "goodness from head to toe" and a new website, www.tenderstem.co.uk, that is being launched next week at the Vitality Show in London's Earl's Court.
Food writer and celebrity chef Jo Pratt will be cooking at the show, which is taking place from March 18- 21, as its health-conscious female visitors are the vegetable's "heartland."
Pratt will be demonstrating her Tenderstem, bulgur wheat and carrot salad recipe - developed for Tenderstem's new Year of Health PR campaign, which is being launched alongside the new website and logo.
The web redesign has focussed on the most visited areas of the site - the recipe pages which are now in a databse format so that people can easily find what they are looking for.
Andy Macdonald, MD of Tenderstem's Master Licensor Coregeo, said of the new initiatives: "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 over £100 million in sales over the past 5 years, in order to maintain this position we must remain focussed to stay ahead of its imitators."
See next week's Grower for more on this story.