Florette, the UK prepared salad specialist continues to demonstrate its strength and investment in the bagged salad sector with the launch of two new products, including a market first, designed to re-invigorate some of the most popular salad categories.
The two new products – Crispy Combination and Deliciously Crunchy – have been launched to inspire existing customers and engage and attract new consumers to the category.
Florette knows that consumers are passionate about crunchy leaves because they readily deliver a freshness, quality and taste message. The new Deliciously Crunchy mix has been launched to deliver a more diverse crunch, thanks to a blend that features Little Gem whole-leaves and Red Batavia. Incorporating a whole leaf into the bag creates a strong point of difference on the shelf, because it isn’t something that is currently available in the crunchy sector, which is largely made up of cabbage and carrot-based products.
Florette’s existing Crispy Salad mix is the number one product in the bagged salad category, worth £26.5 million and some 4 per cent of the category. Research shows that consumers are attracted to the versatility of the mix of crisp lettuce leaves because it is ideal for serving as an accompaniment to any meal base. Crispy Combinations extends Florette’s crispy franchise by blending the popular Crispy mix of leaves with beetroot and chive to create an even more compelling crispiness. This enables Florette to target the more adventurous consumer looking to bring additional interest to their salad, but still with the minimum of effort and expense.
The Florette brand will be supported through a £3 million TV and national press advertising campaign, together with in-store promotional activity to increase brand penetration and frequency of purchase. Both mixes are available now in 180g pack sizes.
For further information on Florette visit www.florette.com.