Soléco UK, the parent company of Florette, the leading force in UK prepared salad, is set to lift the cup for the bagged salad category and capitalise on support for the England football team in this summer’s FIFA World Cup™, with a star new signing to its portfolio – the official England Three Lions Salad.
In a licensing deal brokered by CPLG Sport on behalf of The FA, this new, fresh produce product creates an exciting first for the produce category and carries the Three Lions crest, a universally recognised symbol of the English football team.
Florette Marketing Manager Elaine Smith explains: “Football is the nation’s favourite game and the fans always passionately support the England team. During the last World Cup tournament, some England games were pulling in TV audiences of up to 18 million in the UK alone. So as the nation’s favourite salad brand, we just had to seize the opportunity to give England’s supporters another way to help them support their team during the World Cup this summer.
“Importantly for us, the tournament takes place during our peak sales period – half of all bagged salad sales are secured during the summer months – and has great synergy with the key salad occasions of BBQs and summer socialising. We believe that our new official England Three Lions Salad will encourage considerable additional purchase during this key selling period, while also drawing in new consumers to trade up into the bagged salad category. We want consumers to think of it as the ‘must-have’ addition to their tournament shopping basket.”
Gary Jacobson, Commercial Manager at licensing agency CPLG Sport, who secured the product deal with Soléco and The FA said: “This summer will see plenty of parties and BBQs as fans around the country gather together to support the England team in the World Cup. Food and drink plays a massive part of the football-watching experience, so to be associated with the top name in bagged salads is a fantastic addition to The FA’s ever-expanding licensing portfolio”.
The Three Lions Salad will be in store from 3rd May. Consumers will be able to count on Soléco UK’s strong brand experience and credentials of freshness, quality and taste, whilst retailers will receive a raft of in-store support such as specially-designed crate liners, POS and price promotions, all helping to support the England team and make fresh produce part of the in-store activity and the massive sales opportunity that the World Cup will bring to the retail sector.
The new salad will also feature a compelling on-pack promotion, giving consumers the chance to win luxury gas barbecues by sending in their favourite footie salad recipes. In addition, a dedicated national and consumer press PR campaign will focus on creating product awareness and buzz. It will focus on female consumers to capitalise on the predicted trend for this year’s tournament to become more of a family occasion, with people hosting World Cup themed parties and barbecues.
Three Lions Salad blends a mild and versatile mix of Lollo rosso, frisee, radicchio and spinach leaves, designed to suit all tastes and as an ideal accompaniment to any meal base – perfect for pre-match entertaining. The salad comes in a 200g pack size and is priced at £1.50.
For further information on Florette visit www.florette.com