Leading Italian fresh convenience specialist La Linea Verde is aiming to score an early victory in the spring-summer push for pre-prepared bagged salad sales with the launch of special packs of Supporters' Salads on the domestic market.
The Insalata dei Tifosi, which will be available from 30 April onwards to coincide with the build-up to this summer's UEFA European Football Championship in Polandand and Ukraine, carries a large image of a football backed by the Italian tricolore flag and the notably confident tagline 'Per celebrare i nostri campioni' ('To celebrate our champions'.
'Conceived for the much-awaited Euro 2012 football tournament, the Supporters' Salad rides the highly popular event's emotional wave and represents a new and unmissable opportunity for consumers to show their support for their own champions, the Azzurri,' the company said in a statement.
The new football-themed packs represent the latest in a long line of marketing investments by La Linea Verde, a strategy which has contributed to it becoming the market leader for fresh-cut and pre-prepared fresh produce in Italy.
The Supporters' Salad is a mix of lamb's lettuce, curly chicory and red radicchio, and will be available in a range of differently priced pack sizes.
'The salads should be placed in refrigerators in fresh produce departments, which can thereby benefit from greater innovation, originality and sales,' the spokesperson added.
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