In 2014, a brand new vegetable named Kalettes™ crossed the pond
from the U.K. to the U.S. Kalettes are the product of over 15
years of research by Tozer Seeds and is a non-GMO hybrid of kale
and brussels sprouts. As the first new vegetable in over a
decade, GSM developed a comprehensive plan and launched Kalettes
into mainstream America.
The name Kalettes was chosen to emphasize the vegetable's petite
size as well as its kale parentage. Because kale is trendier
in the U.S. than it is in the U.K., GSM changed the name to
Kalettes (from Flower Sprouts in the U.K.) to appeal more to U.S.
interest in kale's health benefits.
GSM led the launch of Kalettes and managed all aspects of it
from building the brand to identifying the six U.S. partners to
implementing the go-to-market and rollout strategies. GSM
also executed integrative marketing and public relations campaigns
for consumer and trade.
The results of GSM's work with Kalettes have created consistent
branding and successfully raised awareness among consumer and trade
media. GSM's public relations efforts garnered over 125
million media impressions for Kalettes and landed Kalettes on
numerous 2015 food trend lists. Today, awareness for Kalettes
continues to increase as America discovers this brand new