Bimi looks like broccoli on a longer stem—a tender hybrid that's gaining popularity. While not everyone is familiar with it yet, Albert Heijn is rebranding it as asparagus broccoli for better appeal.
Why the switch? Algemeen Dagblad dug into the details.
The new name 'asparagus broccoli' better reflects its delicate flavor and crunchy texture, making it more approachable for shoppers. Plus, Bimi is actually a trademarked brand name, and Albert Heijn is partnering with a new supplier that produces a similar product without the official branding.
Branded fruits and vegetables are common—think Chiquita bananas, Pink Lady apples, or Zespri kiwifruit. It's not the first rename either: kiwis were once called Chinese gooseberries.
