(UPDATED COVERAGE June 19) British vegetable breeder Tozer Seeds is working with several growers and marketers on a planned September rollout at U.S. retail of Kalettes, a cross between kale and brussels sprouts.

By pooling suppliers to sell under the Kalettes brand, Tozer aims at a consistent identity in produce departments for the green and purple vegetable.

Its own name won’t appear. Companies developing the packages will include their labels along with the Kalettes name, a spokeswoman said. Tozer has not identified developers; the list is yet to be finalized.

“We started selling seed in the U.S. in 2012 and quickly realized that this new vegetable was going to be a huge hit with consumers due to the popularity of both vegetables,” Kraig Kuykendall, Santa Maria, Calif.-based sales manager of Tozer Seeds America, said in a news release.

UPDATED: It’s kale, it’s brussels sprouts — KalettesSo far, Kalettes has appeared in the United Kingdom and the Netherlands. It was developed over more than a decade of research by cross-pollinating brussels sprouts with kale through traditional methods.

Plans for the U.S. launch include consumer and social media activity. A website offers recipes; a Facebook page and other outlets have been established.

Rock Garden South, a Miami-based grower and subsidiary of Miami-based specialties distributor Coosemans Worldwide, introduced organic BrusselKale — a cross between brussels sprouts and red kale — last year.