A fresh approach
Tenderstem® broccoli is the leading brand of broccoli in the UK. Since its introduction to the UK in 2002 Tenderstem® has grown at 25% year on year and forecast sales in 2011 will be in excess of 2.5m kilos.
Coregeo Ltd has been central to the success of this very distinctive product. As Master Licensor of Tenderstem® in the UK, Coregeo has been able to bring its extensive experience in intellectual property and in brand management to bear. This has delivered constant and consistent increases in sales.
The unique characteristics of Tenderstem® broccoli, taste, tenderness, health properties and culinary versatility have enabled Coregeo to focus on differentiating the product in the mind of the consumer from the competition.
Coregeo has worked with the supply chain from growers to retailers to ensure that Tenderstem® occupies its own niche as a fresh produce brand.
A healthy year
Coregeo’s focus on a clear set of objectives delivered through a differentiation strategy that targets a segmented audience using wide reaching public relations and tactical advertising and partnerships has paid dividends.
2010 sales figures speak for themselves with UK household penetration up 18% and purchase frequency up over 6% contributing to another year of significant sales growth.
To read the full case study on our involvement with the Tenderstem® brand, download the full case study:
