Fresh produce brand Bimi has announced new packaging and branding for the unique vegetable.
Bimi, known as Tenderstem in the UK market, was developed by traditional methods by crossing broccoli and Chinese kale. It is a long, slim vegetable, rich green in colour.
The new packaging, which is set to roll out in the coming months, will support existing positive growth figures, which the company state has seen a 65% growth since April. Coregeo, the pan-European master licensor of Bimi, state that the new packaging has been designed to clearly communicate the benefits of eating this versatile vegetable to all consumers, aiming to make the versatile vegetable a favourite with consumers
Michelle Toft, chief marketing officer at Coregeo said: “The packaging will showcase simple cooking instructions and hopefully inspire consumers to make this delicious vegetable part of their weekly shop.
“We know by working with like-minded dedicated partner-teams to develop strong branding we can recreate the success we’ve seen in the UK across the rest of Europe through branding and marketing and this new packaging initiative is the only the start of a larger marketing strategy.”
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