05.01.13
Kale, or borecole, part of the Brassica family of vegetables, is currently riding high in markets such as the U.S. and the U.K., due to nutritional benefits and a colorful appearance, which are attracting a new range of consumers. The vegetable is also benefiting from rising levels of usage by celebrity chefs. The use of kale in a wide range of packaged food and drinks products has also risen markedly in recent years, with a consistent increase in launch activity recorded by Innova Market Insights and the total number of global introductions more than tripling over the five-year period to the end of 2012.
Lu Ann Williams, director of innovation at Innova Market Insights, reported that kale—while a traditional vegetable of long standing in many parts of the world, including Europe, Africa and China—declined in popularity as a wider range of alternatives started to appear. “More recently,” she said, “rising interest in healthy eating and wintertime availability have regenerated interest in its use, supported by a growing presence on restaurant menus and ongoing promotional activity by TV chefs.”
The U.S. has seen a particularly high level of activity, accounting for more than 60% of global 2012 introductions featuring kale recorded by Innova Market Insights, with activity across a wide range of product types, led by supplements, fruit and vegetable products, soft drinks and snacks. Launches over the year varied from Pasta Prima’s Superfood Spinach and Kale Ravioli to Bex Brands’ Suja cold pressed juice blends, where the Glow and Green Supreme variants both feature kale in combination with other ingredients. Even leading soup company Heinz got in on the act with its Mediterranean-style Parmesan, Kale and Seared Italian Sausage Soup introduced during the year.
Launch activity has continued in 2013. The U.K. has also seen rising interest in the use of kale as a vegetable and an increase in household penetration, and this has also been reflected in launch activity in prepared foods, particularly in seasonal launches in the soups sector. A more unusual application is kale chips, made with dried organic kale by Inspiral and now marketed under the Raw Kale Chips name in a range of savory flavors, including Wasabi Wheatgrass, Baobab & Onion and Cheesie Purple Corn, all made with fresh, British kale, rich in antioxidants, calcium and vitamin A.
Lu Ann Williams, director of innovation at Innova Market Insights, reported that kale—while a traditional vegetable of long standing in many parts of the world, including Europe, Africa and China—declined in popularity as a wider range of alternatives started to appear. “More recently,” she said, “rising interest in healthy eating and wintertime availability have regenerated interest in its use, supported by a growing presence on restaurant menus and ongoing promotional activity by TV chefs.”
The U.S. has seen a particularly high level of activity, accounting for more than 60% of global 2012 introductions featuring kale recorded by Innova Market Insights, with activity across a wide range of product types, led by supplements, fruit and vegetable products, soft drinks and snacks. Launches over the year varied from Pasta Prima’s Superfood Spinach and Kale Ravioli to Bex Brands’ Suja cold pressed juice blends, where the Glow and Green Supreme variants both feature kale in combination with other ingredients. Even leading soup company Heinz got in on the act with its Mediterranean-style Parmesan, Kale and Seared Italian Sausage Soup introduced during the year.
Launch activity has continued in 2013. The U.K. has also seen rising interest in the use of kale as a vegetable and an increase in household penetration, and this has also been reflected in launch activity in prepared foods, particularly in seasonal launches in the soups sector. A more unusual application is kale chips, made with dried organic kale by Inspiral and now marketed under the Raw Kale Chips name in a range of savory flavors, including Wasabi Wheatgrass, Baobab & Onion and Cheesie Purple Corn, all made with fresh, British kale, rich in antioxidants, calcium and vitamin A.
