Florette, the No. 1 brand in the UK’s £608 million leafy prepared salads market *1 is continuing to innovate and appeal to the growing number of shoppers looking to lead healthier lifestyles, with the launch of a new bagged salad.

Superfood (120g RSP £1.80), comprising a wild rocket and baby kale mix, will bring a point of difference to the sector with the inclusion of ‘Immune Support’ messaging on front of pack, calling out the specific health benefits of the carefully balanced leaf mix.

Launching in May, the new variant perfectly balances vegetables and leaves selected for their full flavour and nutritional benefits; with each portion being naturally high in folate, vitamins A and K, and a good source of vitamin C.

Nick White, Head of Marketing at Florette UK, comments: “Health is a key consideration for shoppers and has been for some time. Though COVID-19 restrictions have lifted, it has resulted in a heightened consumer awareness of health and immunity,”.

“With healthy eating still high on the agenda, there has been a move from calorie control to holistic health with consumers opting for a more varied and natural diet. Superfood presents retailers with a profit-boosting opportunity to expand their fresh produce offering in store and optimise sales.”

“As the No.1 brand in the category with 6.1 million households already buying Florette each year*2, we are perfectly positioned to meet the growing demand for fresh, tasty, naturally nutritious products which satisify consumer needs without needing to compromise on taste. We’re confident the launch of Superfoods will continue to drive frequency and bring new shoppers into the category,” adds Nick.

Launching into Sainsbury’s and Ocado, Superfood follows the sucessful launch of Rainbow Crunchy last year, which will add Tesco and Home Bargains to its listings from May . Already worth £700k*3, it has fast become one of the brand’s core SKUs and is set to continue its on-pack partnership this year, donating 2p from every pack sold to NHS Charities Together.

Sources:

*1 Nielsen and Kantar Leafy Salads 52 w/e 19.02.22
*2 Kantar Florette Buyers 52 w/e 19.02.22
*3 Nielsen Value Sales 45 w/e 19.02.22

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