Tesco Real Food Reveals Asparagus is the top Selling Aphrodisiac

CHESHUNT, England, April 4, 2011 - Tesco has announced that asparagus has gained new cult status as the UK's
top selling aphrodisiac.

Lovers recently created record demand for the vegetable - which is said
to increase the libido - in the run up to Valentine's Day 2011 when sales
across the UK doubled.

Now there's even more good news - the English variety grown in the UK's
asparagus (www.tescorealfood.com/our-food/Asparagus.html) heartland in
the Vale of Evesham, Worcestershire which is said by gourmets to be the
tastiest in the world - is now going to be sold at Tesco.

Said Tesco asparagus buyer Harry Jones: "Our sales over the last few
weeks leave us in no doubt that asparagus is fast gaining a new reputation as
an aphrodisiac.

"We've always known about its reputed passion-increasing qualities but
this is the first time we have marketed it, at point of sale, as a
Valentine's Day food.

"Not only did demand double for that period - which set a new sales
record - but we have seen a 35 per cent rise in demand since then that we can
only put down to its new found reputation as a food of love."

The vegetable's aphrodisiac effect is credited as being a result of the
plant's natural chemicals such as phytohormones or phytosteroids, which may
evoke a steroid-like action in humans, and influence sex hormone receptors.

Asparagus is a good source of vitamin A, zinc, B vitamins and potassium
which may help to enhance circulation, and in turn help boost sex drive.
Vitamin E is also needed for the production of sex hormones, which contribute
to a healthy sex life and increased sex drive.

The first English asparagus of the season traditionally first goes on
sale at Tesco's Evesham store before going on wider sale.

As demand for the English variety far outstrips supply it will be sold
alongside imported asparagus.

But Tesco has been working with growers to extend the UK growing season
and this has already resulted in the traditional eight week May to June
growing season doubling in length.

The move to extend the season has been good news for growers with volume
sales of asparagus growing by 18 per cent in the last year. The market is now
worth GBP64 million a year according to retail analysts Kantar Worldpanel
(January 2011).

So popular has home-grown asparagus become that more and more vegetable
growers are now starting to get in on the act as it is a useful cash crop.

In the last five years UK asparagus production has rocketed with a 160
per cent growth in tonnage and growers working to push the traditional
mid-April start to as early as February.

Added Tesco's Harry Jones: "The arrival of the first English asparagus
should also create another feel good factor - it is traditionally the first
crop of the summer UK produce season.

"And it means that spring is not far away with the first Jersey Royals
and strawberries just around the corner."

About Tesco Real Food (
www.tescorealfood.com/our-food/Asparagus.html):

The Tesco Real Food website is packed with thousands of healthy recipes
(www.tescorealfood.com/recipes/inspiration/healthy-recipes.html) to
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    For more information please contact:
    Mike Baess
    Tesco Corporate & Legal Affairs
    New Tesco House
    Delamare Road
    Cheshunt
    Herts
    EN8 9SL
    +44(0)1992-646079

www.tesco.com/food

For more information please contact: Mike Baess, Tesco Corporate & Legal Affairs,
New Tesco House, Delamare Road, Cheshunt, Herts, EN8 9SL, +44(0)1992-646079