· Asda has kicked-off its 24-hour Brussels Sprouts harvest to meet the demand from consumers for the festive veg

· This year, Asda customers are expected to eat their way through 105 million sprouts

· From 20th December, Asda’s Brussels Sprouts and other Christmas veg staples will be reduced to just 20p per bag


This Christmas, the nation is sprout of control when it comes to veg, with Asda predicting 1.5 million bags of Brussels Sprouts will be sold in the Christmas week alone – an increase of 30% compared to last year.

To satisfy demand and make sure only the freshest sprouts make it to the Christmas dinner table, Asda’s expert growers kicked-off their 24-hour harvest this week, working from dusk till dawn to pick up to 100 tonnes of sprouts each day.

Tim Carr, Asda Brussels Sprouts Grower, comments: “It really is a 24-hour job to make sure British households get their sprouts this festive season. They’re such an essential part of the Christmas dinner, so we need to make sure we’re harvesting the best quality Brussels for customers.

“Any sprout is perfect to nestle between turkey and taties on Christmas day, and the ones grown for Asda are chosen to suit all tastes – even those that think they don’t enjoy sprouts.”

Grown in the fields of Lincolnshire, Asda’s British Brussels go from stalk to store within 48 hours, ensuring the nation has access to quality veg throughout the festive season.

Ken Atkinson, Asda Sprout Buyer, added: “We are without a doubt, a nation of sprout-lovers. To ensure every home has its sprouts at Christmas, we work closely with our growers to get locally-grown, high-quality sprouts from stalk to store as quickly as possible and at the best possible price for our customers.”

This year, Asda will again reduce the price of four of its key British-grown veg lines to 20p per bag from Wednesday 20th December*, with the supermarket predicted to sell 4,400 tonnes of veg in the week before Christmas.

The vegetable lines that will be reduced to 20p include:

Product

Pack Size

Predicted volume sales

Asda Grower’s Selection Brussels Sprouts

500g

1.5 million bags

Asda Grower’s Selection Parsnips

500g

1.65 million bags

Asda Grower’s Selection Carrots

1kg

2.15 million bags

Asda Grower’s Selection Broccoli

360g

1.9 million stalks

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