Frozen Bimi® launched on European market

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Bimi® announced the launch of frozen Bimi® to the European market at this year’s Fruit Logistica This decade-long innovation has been developed using a technique of freezing the hand-picked crop as individually-frozen stems, delivering it to consumers in premium condition. The European launch comes after the successful launch of the frozen product to the UK market in 2018.

Following the continued success of Tenderstem® (the brand name for the product in the UK), the fresh produce brand marketing specialist Coregeo® is working alongside Sakata to develop a cohesive trade and consumer marketing strategy, helping grow sales and distribution of Bimi® across EMEA. Coregeo® and Sakata will work to maximise the potential of existing licensees across Bimi®’s territory, while seeking new relationships with growers across Europe, enabling year-round, locally produced Bimi®.

After seeing a direct correlation between marketing activity and a genuine spike in growth with Tenderstem® in the UK, significant investment has been made to support an integrated and brand-focussed marketing strategy for 2019, with a new website, PR and social support, plus dedicated trade marketing support.

Dave Samuels, EMEA Brand Manager, Sakata Vegetables Europe commented: “With Sakata’s passion for innovation and adding value to the vegetable industry, alongside the expertise and industry knowledge Coregeo® offers, we look forward to seeing the further expansion of the Bimi® brand across Europe. We’re excited to be showcasing the brand for the first time, at Fruit Logistica.”

Bimi® has a slightly nutty, mild flavour. It’s versatile and easy to cook, try it steamed, roasted or in a stir fry.  Created in Japan using traditional plant breeding techniques, this long-stemmed brassica is tender and sweet with a texture perfect for adding to many cuisines, from pastas to salads and curries to stir fries.


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