The UK’s leading prepared salad brand, Florette, has unveiled a fresh new look and will launch a host of new products into the marketplace over the next two months.
Following consumer research, Florette’s logo has been redesigned to give it a more “contemporary” feel and the Lichfield-based company’s branded packaging has been revamped to increase product visibility and enhance on-shelf profile.
The new livery will adorn Florette’s latest salad creation, its “A Taste of…” range, four exotic leaf mixes with dressings and inclusions inspired by the flavours of India, Italy, Morocco and Thailand respectively. The range, in-store from May 16, is part of Florette’s strategy to offer consumers a “complete meal experience”. Sold in bowls, Florette marketing manager, Elaine Smith, said the range “ticked all the right boxes” with consumer panels and will improve the firm’s standing in the bowl sub-sector, which grew by 64 per cent last year to represent 10.7 per cent of the pre-packed salad market.
Florette’s Raymond Blanc Summer Salad is being refreshed for 2006, and will be relaunched on April 24. And in partnership with TV channel Endemol, a product branded “you are what you eat” will also launch in mid-May to tap into the snack-salad market and aficionados of the successful TV series of the same name.
Florette is making the stylistic changes from a position of some strength. Its branded sales grew by 21 per cent in the last 12 months, against a slowdown to 3.8 per cent in the expansion of the £415.4m bagged salads sector overall. “This is evolution, not revolution,” said managing director Mark Newton. “Our new look retains our brand essence of freshness and quality and will ensure that Florette continues to be seen as a modern, aspiring brand.”
