Fresh Leaf Co.® has launched into the prepped salad category with its new red + green mix. The brand, created by GrowUp Farms, will initially be available exclusively in selected Iceland stores nationwide. Fresh Leaf Co. gives shoppers affordable and tasty salad that stays fresher in your fridge.
The UK relies on importing 67% of the salad we eat each year, and over 90% in the winter1. Fresh Leaf Co. will help keep salad on the shelf while the UK battles with supply chain issues. Every leaf is grown and packed in the UK in a vertical farm, using 100% renewable energy.
GrowUp Farms, a pioneer in UK vertical farming, has been producing restaurant-quality greens for almost a decade. Vertical Farming is a way of growing food indoors under LED lighting with complete control of the growing environment. In the perfect conditions on a vertical farm, plants are grown without pesticides. They are ready to eat and have a naturally long shelf life.
The red + green mix is a combination of rich red and crispy green baby lettuce leaves. The naturally longer lasting leaves solve the big problem of bagged salad going to waste. 63% of shoppers say they would buy more bagged salad, and buy it more often, if they knew they would waste less2.
Lisa Bell at Fresh Leaf Co. says “The launch of Fresh Leaf Co.’s red + green mix into Iceland shows how innovation and technology can support UK food and farming to build resilience and become more self-sufficient. We created the brand in direct response to the never-ending pressure on shoppers’ purse strings. People want to eat healthily and don’t want to waste food or money. From 28th February, Iceland customers will be able to add our great tasting leaves into their weekly shop!”
Andrew Staniland, Group Trading Director at Iceland says “Having Fresh Leaf Co. on our shelves gives Iceland shoppers an affordable salad that’s grown year-round in the UK. Shopping on a budget doesn’t have to mean compromising on healthy eating or sustainable values.
Our Doing It Right Plan means we’re committed to selling affordable, quality British-grown food, and giving Iceland customers sustainable choices – Fresh Leaf Co. allows us to do both.”
Fresh Leaf Co. salad will be on selected Iceland shelves from 28th February priced at £1.
1 British Retail Consortium.
2 GrowUp Farms Internal Consumer Survey. Attest 2022
3 WRAP, 2022
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