Toby Brand Cookin’ Greens is trying to make fresh vegetables green with envy with the launch of its quick-frozen dark leafy green vegetables, and sampling efforts aimed at kids.

The company produces a full line of chopped dark leafy greens including kale, rapini, collards and spinach, as a “Designer’s Mix” (spinach, collards, rapini, cut yellow beans and diced onion).

Company president Toby Davidson referred to the product as the “new fast food” (the greens can be served from frozen in 12 minutes), and though the core target group is moms and caregivers, the company is refocusing its attention to what Davidson called the “under five feet” (3-12) demographic.

Davidson conducts in-store demonstrations across the GTA, and said kids become really engaged with the greens. “They are pulled into the demo area, I think more than the parents,” she said.

Davidson and her 14-person team have embarked on the “Campaign For Dark Leafy Greens” this summer, visiting various outdoor locations across the GTA.

The guerrilla effort aims to raise awareness of the nutritional value and high level of antioxidants the greens provide.

The greens retain more beneficial nutrients than fresh vegetables because they are “flash frozen,” meaning they are packed within six hours of being picked.

“It locks in the nutrients and the flavour better than fresh because it doesn’t have to travel through the distribution channels,” explained Davidson.

The team uses added ingredients like sea salt, garlic and sun dried tomatoes during the demonstrations.

“It’s not just broccoli on a plate. I’m all about taste,” she said. “If people don’t care how healthy it is, they don’t like the way it tastes, they’re not going to buy it.”

Recipes and kitchen tips, store locator and product information can be found at CookinGreens.com.

The company is currently in discussions with a national distributor, said Davidson.