Florette is supporting its launch of the UK’s first baby kale leaves with a marketing push in 2015.
The supplier this month rolled out bags of baby kale (rsp: £1.29/60g) to Tesco and Sainsbury’s, and will be kicking off a £250,000 campaign including digital, consumer and national press activity in January.
Baby kale was sweeter and more tender than the better-known curly kale, said Florette, and could be eaten cooked or raw.
The leaf was “a £3.3m opportunity for the single leaf sector,” added Florette commercial director Sandy Sewell. “With around one in eight households having bought curly kale in the past year, we are confident baby kale will help to enliven the category.”