Tesco has reported a surge in demand for brightly-coloured vegetables, driven by the 'eat the rainbow' trend. The supermarket has seen demand for rainbow carrots and pink onions double this autumn compared to last, while rainbow chard is up 70% and Cavolo Nero (black cabbage) has risen around 30% over the past year.
As a direct result, Tesco will stock red kale for the first time, going on sale in the next few weeks. Simon Tenwick, Tesco brassica buyer, said: 'We are seeing a definite surge in demand for more unusual, brightly-coloured vegetables, a trend which has become especially pronounced in the last few months.'
Growers are responding by planting more colourful varieties. A H Worth, a Tesco supplier near Spalding, Lincolnshire, has started growing red kale and seen Cavolo Nero demand rise 23% this autumn. Darren Huxtable, commercial manager, said: 'Kale has never been more popular in the UK... the younger generation are whisking it up in smoothies.'
Nearby grower TH Clements, of Boston, Lincolnshire, now grows three times as much purple sprouting broccoli as in 2022. Tesco company nutritionist Natasha Maynard advised: 'A variety of colour not only gives a strong visual impact on your plate, but different coloured fruits and vegetables contain different vitamins and minerals your body needs to maintain good health.'
