UK | Retro veg side dish Swede has ditched its 1970s image thanks to a TikTok hack.
The swede had a reputation as a time-consuming vegetable to peel and boil. Shoppers have now embraced a trend shared on social media: washing and preparing swede in the microwave in 15 minutes without even having to peel it.
Resembling a jacket potato, the result has been delicious, fluffy, mashed swede mixed with butter and black pepper.
Sales of the healthy seasonal swede have soared 23 percent this year at Tesco, as influencers convinced people to try the old-school root veg. The supermarket promoted swedes in its ‘Festive 5’ discounted vegetables for Christmas last year, and sales have been rising ever since.
“More customers have been discovering the great value and health benefits of the humble swede this year, and tips to make them easy and convenient to prepare have helped to boost sales,” said Lucy Moss, Tesco buying manager for fresh produce.
“We championed the swede at Christmas and Easter and found that sales have continued to rise once shoppers have realised how well they work as part of a roast dinner or as a healthy substitute for potatoes.”
Shoppers have returned to the swede, embracing its attributes as a super healthy, lower-carb, high-fibre option and great value for money.
The swede, which is related to turnips and cabbages, is also packed with vitamins, especially vitamin C, B6 and B9. It is also low in calories and has often been swapped for potato in dishes like cottage pie if shoppers are looking to boost their 5 a day.
Traditionally, the swede would have been peeled and boiled, before being served as a side vegetable with a roast dinner for its sweet and earthy flavour. It belongs to the cruciferous family of vegetables, which includes broccoli, cauliflower, and cabbage, but until recently has been less popular.
Tesco’s swedes have been supplied by food companies in Scotland, including the family firm Stewarts of Tayside, based near Perth. These companies have helped Tesco meet the resurgent demand for swedes this year.
“Swedes really tick a lot of boxes in terms of being healthy and budget friendly, so it’s fantastic customers are discovering this and that Tesco sales have grown so much this year. It’s great working with Tesco and we hope we continue this partnership and see growth like this for years to come,” said Lindsay Chree, sales manager for Stewarts of Tayside.
