The brand has harnessed its salad blending heritage and expertise to create a range of ambient salad dressings boasting six different mixes to suit a spectrum of tastes and preferences. ASDA is the first retailer to showcase the range, with four of the new dressings on shelf.
Ambient dressings is a £34.2 million category, which is currently led by own label. Commercial director Sandy Sewell explains how Florette can readily leverage its success as a powerful salad ambassador to inject strength and growth to the category:
“Take a look along the ambient dressing shelf and the core brands are associated with products that have very little to do with salad, so we identified a significant gap on the shelf for a genuine salad ambassador. We see it as a natural step to extend our salad offering and exploit our iconic status to attract more salad buyers into the ambient dressing category. Florette shoppers are genuinely engaged with salad, spending 57% more on the bagged salad category than their non-Florette buying counterparts. Consumers look to the Florette brand as salad experts and we know that they trust us to consistently deliver quality and taste.”
This brand recognition is something that the ASDA team instantly recognised. Buyer Hannah Thirkill comments:
“We are really excited about the launch of the new dressings into ASDA. It’s great to see a recognised brand that performs so well in fresh food bringing experience and inspiring products into the ambient category.”
Florette’s consumer insight revealed that ten million shoppers buy salad each year, but not all of these are reaching for an accompanying dressing, creating a huge sales opportunity that is ready to be capitalised. Florette’s predictions look healthy – by targeting premium salad shoppers alone, the brand believes it could unlock £2.8 million incremental value for the ambient dressing category.
Maximising Florette’s extensive consumer brand awareness which currently stands at 73 per cent amongst ABC1 housewives and loyal franchise of shoppers, will be key to achieving this growth, but so too will be Florette’s ability to flex its extensive marketing spend and reach. Florette will be maximising a host of cross-category initiatives to encourage trial – sample sachets of the new dressings range will be included in the brand’s biggest selling salad mix – Florette Crispy and on-bottle recipe suggestions will further help drive awareness and inspiration.
The brand’s £5 million programme of marketing support which boasts summer-long TV advertising putting the Florette brand in front of 83% of 35+ ABC1s, plus a heavyweight package of digital support, will also have a halo effect on the new dressings range.
Given Florette’s reputation for product innovation and ability to bring together taste and style to the plate, it is no surprise that the flavours of the new dressings should be equally well-considered. The brand has targeted high volume and familiar dressing lines, including Caesar, Classic French and Balsamic in the range along with lines with flavour twists to create stand-out in the shape of Sundried Tomato Vinaigrette, Lemon, Mustard & Poppy Seed and Rocket Pesto. Each 220ml bottle of dressing will be priced at £1.99.