Waitrose Sprouts Sales Rise

Latest sales figures from UK retailer Waitrose & Partners revealed that sprouts are set to be an all-year-round kitchen staple with sales up 30% compared to the same time last year.

According to the supermarket, the sales have been driven primarily by baby sprouts and Kalettes (known as flowering sprout) which both have a milder flavor than the regular Brussels Sprout. The Kalette resembles a small leafy flower but tastes more like kale hence its name.
Figures from Waitrose.com also suggest that shoppers are looking to experiment when serving their sprouts as recipe searches are up 38% compared to December. It seems that across the UK, sprouts aren’t just for Christmas.

Paul Bidwell, vegetable buyer at Waitrose & Partners, said: “For the very best flavor and texture my main tip is to simply immerse them in boiling salted water for 3-4 minutes and serve al dente seasoned and with a knob of butter.  We also have lots of recipes online for shoppers looking for inspiration, our sprout mac & cheese recipes have a five-star rating.”

Brussels sprouts tick all the right boxes as they taste good, they’re easy to prepare and they’re good for you.  Kalettes are particularly good for you as they boast twice the amount of vitamin C as the average Brussels Sprout.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.