Lincolnshire grower A.H. Worth has launched Tesco Finest Red Kale, available exclusively in Tesco from 28 September in 257 stores nationwide and online. The kale has deep purple-red leaves and a slightly sweeter flavour than traditional green kale, and sells for an RRP of £1.30 for a 210g pack.
Matt Walton, managing director of Fosdyke & Farms Group at A.H. Worth, said red kale helps “inspire shoppers while bringing something genuinely different to the category”, and described the launch as part of the company’s long-standing partnership with Tesco.
How a trial became a Finest line
The journey from field to shelf has been quick. In August last year, A.H. Worth began trialling the red variety on silt land at Holbeach Marsh and near Sutton Bridge, with plantings timed for June and December harvests. Managing director Alex Boughton called it “a strategic addition” to the company’s portfolio. The trials were led by growing manager Esmee Lai.
The kale is grown in Lincolnshire and is designed for cooking, holding its colour well when prepared. It joins A.H. Worth’s existing kale and cavolo nero lines.
Colour sells
Red kale is part of a wider push by growers and retailers to make familiar vegetables more interesting to shoppers, through new colours, flavours and formats. For a category like kale, where demand is steady but rarely exciting, a striking variety gives the fixture a reason for shoppers to stop and look.
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