Sweet Summer Cabbage launched to help image of ‘unloved' green

23 Jun 2015

Getting kids to eat their greens at dinner time has never been an easy job – as many long suffering parents will know. But now that task should be a little easier as a sweeter variety of homegrown cabbage – a vegetable that is packed with nutrients – is to be trialled by Tesco.

Getting kids to eat their greens at dinner time has never been an easy job – as many long suffering parents will know.

But now that task should be a little easier as a sweeter variety of homegrown cabbage – a vegetable that is packed with nutrients – is to be trialled by Tesco.

The new variety, known as Sweet Summer Cabbage, is grown in Lincolnshire and has been naturally developed to re-generate interest in the vegetable.

It has a light, sweeter and fresher taste than other cabbage varieties and as the name implies is aimed at people who love making their own  salads and coleslaws.

Tesco vegetable buyer Luke Shutler explains: “In recent years many greens have not only shed their ‘difficult’ image but have been re-appraised as superfoods because of their great nutritional value.

“Broccoli was the first about 10 years ago but more recently, thanks to foodie culture and a greater awareness of what we eat, we have seen other greens such as spinach and even sprouts become more popular.

“Unfortunately that has not happened with cabbage, yet, and we think that demand is being held back because of a poor image that goes back to memories of school dinners and cabbage that was boiled to within an inch of its life.

“We have worked with TJ Clements, one of the UK’s biggest brassica producers, to come up with this sweet green variety that we believe will not only be a hit with children but with adults too.

“Regular varieties of cabbage have a slightly peppery, almost bitter flavour but the sweetness of the Summer Sweet can be tasted as soon as you take your first bite.

“We are trialling it this summer and if demand is strong then we will have more next year.”

Recent UK market stats for all retailers (Kantar, March 2015) reveal that demand for cabbage has fallen by 6 per cent in the last two years.

Cabbage sales in Britain were at their highest in the 1950s when the vegetable was a seen as a relatively inexpensive way of eating nutritious food.

But as Britain became more prosperous, the ‘meat and two veg diet’ began falling by the wayside and, with the introduction and influences of other cuisines and fast food culture, over the years there has been  has been a  downturn in the demand for cabbage.

Summer Sweet Cabbage costs £1 per 500g pack and will be available in 250 stores.

 

For more information please contact the Tesco Press Office on
01992 644645

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