The latest addition to Florette's UK Duo salad range has truly been launched with the consumer with mind, following a Facebook campaign to find the most desirable new mix.
Responding to the success of the range, the bagged salad expert opted to let Facebook fans decide the newest seasonal recipe selection, with Red Butterhead & Pea Shoots voted in as the mix of choice.
The choice was made from five possible mixes, with polling taking place on Florette's page and marking the first time that consumers have played a direct role in what ends up on the shelf via social media. The pack has been designed in autumnal colours and a social media advertising and marketing campaign will help drive awareness of the launch.
'Our new seasonal Duo mix has been created to help boost category sales across the winter months,' explained Elaine Smith, marketing manager at Florette. 'We know that the premium sector has the greatest category share during this period and this, coupled with the fact that premium shoppers spend more per shop compared to other bagged salad sectors, means there is consumer appetite for greater choice in this sector.
'Duo is already a successful range for us and its sales performance is proven,' she added. 'What is particularly exciting about this launch though is that we handed over the final choice of recipe mix to Facebook fans, so we know we’ve got the perfect seasonal pairing of leaves.'
The Florette Duo range launched in May 2011 and in its first 12 months became the biggest premium brand in the category, with listings in a third of all bagged salad-selling stores.
