Following extensive consumer insight, Florette has turned the UK’s number one salad mix, Florette Crispy, into a successful franchise which is now responsible for three quarters of the brand’s sales growth.
Early last year, Florette announced that it would be expanding its Crispy offering with the launch of major NPD in the form of new mix Sweet Crispy and followed this announcement in 2013 with the addition of Florette Peppery Crispy. The NPD was the outcome of parent company, Soleco UK’s leading category management project which identified additional sales opportunities for the brand, and, ultimately, retailers.
Both of the new additions were developed to satisfy the palettes of new and existing fans who were looking for something different. In the case of Sweet Crispy this is a sweeter, milder mix and Peppery Crispy is for those at the opposite end of the taste spectrum, it’s a sharp, savoury peppery taste from Florette’s new-to-shelf leaf ‘Peppercress’.
The range has delivered on its promise of increasing sales opportunities. From May to July 2013, the category sold an additional 20 million bags of salad compared to the same period in 2012 and one in every five of these packs was from the Florette Crispy range.
Thanks to the contribution the Crispy range has made to sales, Florette’s growth has more than doubled that of the category’s so far this summer at +39% vs +17%.
Sandy Sewell, commercial director at Florette, comments: “We developed the Crispy franchise based on extensive consumer insight with a clear goal in mind: to help grow sales opportunities for retailers. As a brand we have been on a journey since undertaking the insight and we are now seeing its success – our sales data really speaks for itself and the range has firmly earned its place in the Florette family.
“Our key driver is to help the category reach its £1billion sales potential and this will only be achieved through delivering inspiration to consumers to encourage frequency of purchase – and this is what our Crispy range achieves. By offering consumers two variants of our top selling product, not only do we ensure we cater for a wider range of tastes, we encourage consumers to be more adventurous with their purchases and, ultimately, encourage frequency of purchase.”
The Florette Crispy franchise is made up of three lines, Classic Crispy, Sweet Crispy and Peppery Crispy.