UK prepared salad specialist Florette is launching two new products, including a market first, ahead of a summer season that is set to be of vital significance to the sector.
The two new lines - Crispy Combination and Deliciously Crunchy - have been launched following dedicated research with bagged salad and wholehead buyers to understand what the consumers’ needs from the salad category are. Both mixes are available in 180g packs.
The new Deliciously Crunchy mix has been launched to deliver a more diverse crunch, thanks to a blend that features Little Gem whole leaves and Red Batavia. Incorporating a whole leaf into the bag creates a strong point of difference on the shelf, as something that is currently not available in the crunchy sector, which is largely made up of cabbage and carrot-based products.
Florette’s existing Crispy Salad mix is the number-one product in the bagged salad category, worth £26.5 million and some four per cent of the category. Crispy Combinations extends Florette’s crispy franchise by blending the popular Crispy mix of leaves with beetroot and chive to create an even crispier product.
Florette’s UK marketing manager Elaine Smith said: “NPD is essential to retaining a loyal customer base and to year-on-year sales growth, so no surprise that we will be leading the field again in 2009 with a dynamic NPD programme.
“While value continues to be a key driver as consumers continue to feel the pinch, experimentation and diversity are equally important to securing growth in the current climate. We believe that this season will provide clear opportunities for the category and our two new products are designed to maximise these. More people will be ‘staying in to dine’ rather than going out and rising numbers - especially families - are also set to spend 2009 holidaying at home - either on a ‘stay-cation’ or at a UK resort.
“This is where the Florette brand, which is worth £41m and commands a 9.4 per cent share of the category, can play to its strengths. Consumers know they can just grab a bag of Florette from the fridge, open and serve - with the reassurance of the finest, longest-lasting leaves which will retain their freshness ready for when the sun comes out.”
The Florette brand will be supported through a £3 million TV and national press advertising campaign, together with in-store promotional activity to increase brand penetration and frequency of purchase.
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