As a brand always striving to innovate, fresh produce specialist Florette has unveiled its latest investment – a spring revamp of its pack design to further boost retailers’ sales. Increased product visibility, clearer labelling and brighter colours – all of which convey the brand’s superior freshness – are some of the key changes to the design, which has been launched across Florette’s full pre-packed salad range.
Florette has moved all branding and product information to a dedicated block at the top of the pack, therefore increasing the transparent area which allows consumers to better view the freshness of the leaves. Consumer feedback has shown that this will help shoppers make a quicker purchasing decision at the fixture, as they can see the quality and product mix more clearly. Another enhancement is to use photos of the leaves alongside the product title as a further visual aid for shoppers.
The new pack design also features a clearer balance of information, with the product name more prominent for quick identification by the consumer, a key engagement tactic for new and existing customers given that Florette’s Crispy mix has become an icon in its own right, as the UK’s No1 selling bagged salad.
Already a big investor in the category, Elaine Smith, marketing manager at Florette UK, explains the reasons behind Florette’s pack redesign: “Consumer insight is key to Florette and underpins all brand decisions for innovation, so it was important for us to incorporate the findings from our recent research into our pack design.
“Based on our findings, the new pack will further drive sales as the ingredients are easier to identify and the pack is more attractive to shoppers. A big part of this is the block design which means the bag’s ‘viewing window’ is maximised. We’ve also made the colours brighter so the packs make more of an impact on the shelves and we’ve included an image of a field and water droplets which act as visual indications of Florette’s superior quality and freshness.
“Fundamentally, our new packs will inject even more colour, personality and innovation into the display area and, backed-up by our strong brand awareness, the packs will reassure consumers even further of product quality and help ensure they see the pre-packed salad as a ‘must-have’ addition to their shopping basket. Our research told us consumers loved the proposed new design, so we’re now looking forward to seeing this reflected in sales data.”
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