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Kalettes® ran first-ever pop up store for fresh vegetables in London

December 5, 2017 3:32 pm

The shop took centre stage in trendy Hoxton from Thursday 30th November until Sunday 3rd December.

London, 5 December.

Kalettes®, a natural cross between kale and Brussels sprouts, just closed a pop-up shop which brought the brand to life during the past week at Hoxton’s Railway Arch, Geffrye Street, London.

The store was inaugurated with an evening event that gathered food bloggers and journalists. Bridget Colvin, chef and teacher at Michael Roux Jr. and Jamie Oliver’s cooking schools, delighted guests with a Christmassy menu of innovative dishes that used Kalettes® as an ingredient. “We are all familiar with the good old Brussels sprout”, she explained, “but I have to say Kalettes® will definitely be on my menu this Christmas, and not just as a side dish. We Brits love our Christmas leftovers almost as much as the festive meal itself. Sadly, left-over Brussels sprouts often end up in the bin, because their flavour seems to intensify once they’re cooked and that can be off-putting. That’s not the case with Kalettes®: these little beauties manage to maintain their fresh sweet taste”.

During the four days that followed, the tasty vegetable attracted thousands of visitors who enjoyed free food samples that presented Kalettes® in different concoctions including a smoothie, a stir fry and a soup. Consumers were also able to buy a bag of Kalettes® at the special price of one pound with all proceeds being donated to Cherry Trees, a British charity that provides home from home respite care for children and young adults with severe learning and physical disabilities.

As a result, Tozer Seeds – the independent British seed company behind Kalettes® – raised 415 pounds for the children’s cause. As Jill Cook, head of fundraising and communications at Cherry Trees, explained: “We’ve been working with Tozer Seeds for a few years already and are very excited about this initiative. It will surely help to make a difference for many families”. “We wanted to bring Londoners the chance to sample the product and interact with our brand, but moreover we wanted to do it for a good cause” said David Rogers, UK sales director at Tozer Seeds.

Kalettes are currently stocked in Sainsbury’s, Tesco, Waitrose, M&S, Lidl, Aldi, Co-op, Morrisons, Home Bargains and Whole Foods.

As well as its taste credentials, suppliers are keen to emphasise the health properties of Kalettes®, which NHS dietician and writer Maria Dow says contain double the amount of vitamin B6 and twice the level of vitamin C than standard sprouts. They are also rich in vitamin K.