Off the back of a forthcoming marketing drive to launch a Brussels sprouts and kale hybrid in the U.S., www.freshfruitportal.com can reveal plans for a partial launch on the European continent as well.

Speaking with vegetable breeding company Tozer Seeds sales and marketing director Robin Bartels, we have learned of plans to introduce Flower Sprout, to German, Dutch and Scandinavian markets in November.

Known as Kalette in the U.S., Flower Sprout has been available in the U.K for several years and Tozer Seeds announced an exclusive deal with six U.S. growers just last week.

"Recently we spoke about the plans for Kalettes in the U.S. but what many people will not know yet is that we also have big plans for other European countries and fairly soon the Brussels sprouts and kale combination will be on European supermarket shelves," Bartels said.

"In around a month we will be launching under the name Kalettes in the U.S. and come November we will launch Flower Sprout, our successful U.K. product, in another marketing drive in Europe.

"These are very exciting times for the company and markets for our product are very strong."

Consumer trends for healthy food

The decision to expand into Europe was a ‘natural progression’ for Tozer Seeds, according to Bartels who said consumer demand is focused on 'super foods' and produce specifically promoted for health benefits.

"The reason why we have a combination of kale and Brussels sprouts is mainly because these are both very trendy vegetables with the health craze for kale basically starting in the U.S. a while ago and Brussels sprouts being perceived as a very trendy vegetable right now and for the last two years or so.

"Crossing the two seems like a perfect marriage. The timing is right to go further into Europe.

"Flower Sprout being launched in Europe will use the original logo and trademark and we’ve already translated the website into German for that market, so this follows on from the success of Flower Sprout in the U.K."

Tozer Seeds is finalizing official product launch dates for European supermarkets.

"A lot of retailers around Europe as well as the fruit and vegetable sector at large tend to look at what is happening in the Britain, not as a way of idealizing it, but simply because many products start off in the U.K. or indeed the U.S. and other European countries are more conservative in that way.

"An adaptation of products coming from the U.K and introducing them further into Europe is a natural progression."

Related story: Tozer Seeds reveals U.S. 'Kalette' growers and marketers