Tesco targets kids with Supersweet broccoli

Tesco has claimed that its Supersweet broccoli, which went on sale at 125 stores last week, is sweet enough to win round the most brassica-averse children.

The Scottish-grown variety is exclusively available as part of the Tesco Finest range. It sells at £1.50 for a 300g pack.

Tesco brassica buyer Jeni Gray said: "Finding a sweeter tasting green that is likely to be enjoyed by kids has long been a mission for vegetable producers. We think that this new sweet variety will prove to be a real hit not only with kids but also with parents.

"And as they are packed with flavour, we are leaving long stems because we believe people will want to eat the whole floret and not just the heads."

Meanwhile, the convenience and versatility of the Tenderstem broccoli variety has been promoted at a London food event.

More than 7,500 visitors to this month's Foodies Festival in Battersea Park were given freshly cooked samples, while chef Craig McAlpine demonstrated their versatility in a range of quick-to-prepare dishes.

Teams of cooks then competed to prepare "Tenderstem in Ten" dishes, the favourite being voted on by the audience. A booklet of recipes was also given out.

Andy Macdonald, managing director of Coregeo, which licenses Tenderstem, said: "It's important for us to provide a premium brand experience for consumers. The key features of the product are that it is quick, versatile and delicious."

Broccoli is the UK's top-selling green vegetable, with sales worth £178m a year.


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