The British vegetable seed house Tozer Seeds,
developer of Flower Sprout®, the natural hybrid
between Brussels sprouts and kale, recently
announced its intention to align the product under
the name of Kalettes®, which is how the product is
already known in the US market.
“There has been a lot of discussion about the name and Flower Sprout® doesn’t always give the right representation of the product in various countries. Apart from that, it causes confusion because we are using the name Kalettes® in the USA as well for the same product. We have decided to go for one name and brand image worldwide which will be Kalettes®,” says Robin Bartels, Marketing and Sales Manager at Tozer Seeds. However, this change won’t be applied immediately to the European markets so consumers will be able to get used to its new name: “Obviously, there will be a transition period in the market where we will keep using both trademarked names,” advances Bartels. The same corporate colours - green and white - and the same typography will constitute the new logo, the exact one that is already used for the Kalettes® packaging on North American supermarket shelves.
With the 2015-2016 season almost finished, Tozer Seeds chose Fruit Logistica 2016 as the ideal setting to announce their decision as well as the perfect location to take stock of the situation of Flower Sprout®’s current campaign; a campaign that has made the vegetable available for the second year running in the retail sectors of Germany, Norway, Sweden, Switzerland and The Netherlands and for the sixth season in the UK. “We have seen a dramatic increase in sales in all the countries where Flower Sprout® is present. For the coming season there are more challenges to continue featuring Flower Sprout®, now Kalettes®, on supermarket shelves but we are confident that consumers have taken a shine to the product and we can’t wait for the next growing season to start. This is where the focus will have to be for the next season,” recognizes Bartels.
The success of this new vegetable from the Brassica Oleracea species in Northern European markets has encouraged the company to launch it in different European countries next season. “We are confident Kalettes® will be arriving in Southern Europe in the 2016-2017 season. There has been interest from various supermarkets in those countries and we will work with our license holders on getting Kalettes® into the supermarkets in those countries!” says Bartels.
Kalettes’® production currently stands at around 250 tonnes and its seasonality means it is available at stores from November until March. However, growers are working in other countries to try to achieve a year-round supply of Kalettes® in the near future.
For more information, please visit www.kalettes.com.
