Tesco to Introduce Superfood Edamame Beans

Until now edamame beans have only been available in Britain in their frozen, podded form but from this week Tesco will become the first major UK retailer to sell them fresh and still in their pods.

15/05/09 It’s already taken America by storm and now the latest superfood snacking sensation is going on sale across the UK for the first time – fresh Edamame beans.

The little green vegetable has become super trendy as a dieting and health food thanks to the endorsement of celebrities such as Victoria Beckham, Gwyneth Paltrow and Delia Smith.

Its amazing nutritional quality includes being the only vegetable to have virtually all the health benefits of meat.

Until now edamame beans have only been available in Britain in their frozen, podded form but from this week Tesco will become the first major UK retailer to sell them fresh and still in their pods.

Said Tesco salad food buyer Sam Wright: “Edamame beans are one of the most talked about foods in Britain right now on account of their supposed amazing nutritional benefits.

“Earlier this year they became a major news item after being linked to the diets of celebrities such as Victoria Beckham and Gwyneth Paltrow.

“They are a major foodie trend and are eaten by popping the pods into your mouth straight from the bean.

“Until now you could only really find the fresh variety in Japanese restaurants. “Basically they are baby soya beans which when boiled in water and then sprinkled with sea salt form a delicious snack.”

Edamame beans taste slightly nutty and are similar in taste to broad beans although they have a stronger flavour.

The beans, which grow in clusters on bushy branches, originate in south east Asia and have been used there for more than 2000 years as a major source of protein.

Their other health giving qualities include:
• having high quantities of Omega-3 fatty acids which help maintain a healthy heart.
• being a good source of vitamin A which helps to maintain a healthy immune system  and for healthy skin and eyes.
• Being a source of vitamin B, to support an energetic lifestyle and a source of calcium, to help support bones and teeth.

They are also high in fibre, vitamin C and folic acid.

They are extremely popular in Japan which is where the name Edamame, meaning ‘beans on branches’ come from.

Their growing status in Britain is due to the rocketing popularity of Japanese restaurants over here where they are served as a popular starter.

Added Tesco’s Sam Wright: “We’ve sold the frozen soya bean variety for 18 months now and sales have grown by 20 per cent in the last year alone, purely by word of mouth.

“Edamame beans are so popular that they are now being grown in Britain and we are presently investigating selling those later in the year.”

Tesco is selling fresh edamame beans in 225g packs for £1.99.