The brand, which has national distribution throughout Tesco, Asda, Morrison, Waitrose and Ocado, features smart colour- coded re-sealable bags. This innovation is in response to strong consumer demand for clear packaging differentiation and to highlight Lasting Leaf’s unique product benefit – it lasts at least two days longer than other salads once the bag has been opened. The re-sealable tab reinforces this message and helps consumers store the bags in their fridge over several days. In addition, the packaging now features a clear ‘simply fresher longer’ slogan and a ‘2+ days guarantee’ stamp to further communicate why consumers should buy Lasting Leaf over other salads.
Stays Fresher Longer
Lasting Leaf salads were first introduced 18 months ago and are produced using a special ‘blanching’ method that helps keep the leaves fresh for longer, once the bag has been opened. This core proposition has proved very attractive to consumers and the brand has grown significantly year-on-year. The brand is now worth £8.2m and still growing.
However, NWF wants to take the brand to the next level. Recent consumer research has identified a need for clearer packaging, a stronger brand image to communicate the key benefits, and increasing consumer concerns about food waste. NWF has responded with new colour coded bags to help consumers identify their favourite salad varieties on shelf. When consumers were introduced to Lasting Leaf in research they loved the idea of a longer lasting salad. Who wouldn’t? All consumers are finding that money is tight at the moment and know the importance of not wasting food. Lasting Leaf helps consumers manage this and the new packaging with its clear ‘longer lasting’ no waste messaging makes it easy for consumers to find it on shelf.
Melanie Dean, Marketing Manager for Lasting Leaf, explains “We are delighted with the brand’s success to date, but want to continue to grow and evolve. Our consumers are very cost-conscious and expect real value-for-money. A salad that is fresh and long-lasting, as well as cleverly packaged with minimum waste, has a very strong appeal. We are very proud that we are the first British brand to introduce this concept and look forward to boosting our sales in the months ahead.”
Reinforced Brand Identity
The new brand identity adds warmth and communicates the different salad combinations. The new logo features a blackboard style motif, so it jumps out from the packaging, and the fun colour-coded bags create a short-hand for consumers to identify the different varieties. In addition, a brand new salad has been introduced – Mild & Crispy – which contains the very popular Frisée, Lambs Lettuce and Radicchio leaves combination.
Four further salad combinations make up the range: Sweet & Crunchy (Iceberg, Romaine, Red Cabbage & Carrot); Crispy Crunchy (Iceberg, Frisée and Radicchio); Green Leaf (Iceberg & Romaine Lettuce) and Iceberg lettuce.
The new range is available nationwide. A variety of promotions are being planned over the summer months to capitalise on the Diamond Jubilee, Wimbledon, Euro 2012 and Olympics ‘Entertaining’ season. A consumer media campaign is also scheduled to run from May onwards in glossy food magazines, on-line and in the press, and a new website will be launched with celebrity chef endorsement.
Melanie Dean concludes, “We are very excited about our new packaging and brand identity. NWF is a great British success story and we believe our Lasting Leaf brand has the potential to grow as big as any of its competitors.”
Natures Way Foods
Tel: 07776 225659