Salad brand Florette has launched baby kale into Tesco and Sainsbury’s as part of its wider campaign to add versatility to the salad category.
The company said its latest product, currently sold in 60g bags at RRP £1.29, is a “£3.3m opportunity” for the single leaf sector, and confirmed it will receive “massive marketing support” from January 2015.
“With around one in eight households having bought curly kale in the last year, we are confident that baby kale will help to enliven the category thanks to its appealing taste and versatility, “ said Florette’s commercial director Sandy Sewell.
“With curly kale having been purchased over 14 million times last year, we believe that baby kale is a £3.3m opportunity for the single leaf sector.
“We believe that the positive positioning as a versatile ingredient as a well as a superfood, will help to deliver incremental purchase occasions and incremental cash value to the rest of the category,’ he added.
The company has created a range of new recipes to coincide with the launch of baby kale, including grilled chicken and baby kale caesar salad and a baby kale and butternut squash risotto.
