2009 has been a significant year for Florette, having acquired fellow prepared salads producer Salads To Go in the spring and announcing that it will enter a new field with a range of pre-packed fresh fruit in the autumn.
A Major Force
The Florette/Salads To Go acquisition sees the formation of a major force in the sector, creating a £75 million turnover company with 20 per cent market share of the prepared salads category in the UK.
The two companies, which operate across all areas of the prepared salad sector, providing branded, private label and food service products, continue to operate as separate companies from their own UK plants – Soléco in Lichfield in the West Midlands and Salads To Go in Skelmersdale in Lancashire. Bringing the two together will help the continued development of both companies and provides customers with added benefits from working with a strong group committed to investing in the category.
The new fruit range sees Florette leveraging its success as the UK’s No.1 salad brand, to inject growth into the prepared fruit category, which as Mark Newton, Florette managing director, explains, is very much a natural development:
“Consumers trust the Florette brand because they know it delivers superior quality, natural taste and longer lasting freshness – vital requirements for prepared salad and fruit alike. As we are already well aware thanks to our heritage in prepared salads, convenience is a key consumer driver, and this is especially the case when it comes to fresh fruit because it is more often than not consumed as a snack. With so many natural synergies across salads and fruit, we feel there is a strong opportunity to leverage the Florette brand to inject growth into the prepared fruit category.”
The new Florette hand cut fruit range offers three different pack formats to meet snacking, on the go and family sharing needs. Florette Fresh Pineapple, Melon Medley and Fruit Medley are available in both a 170g snack pot with fork, priced from £1.49, and a 350g family sharing pack from £2.49, and the range also includes an apple and grape 80g snack pack at 65p. A host of other fruit type and pack options are already in development for launch through 2010.
Tel: 01543 250050