Florette is relaunching its Three Lions England Salad this week in time for the UEFA Euro 2012 football championship in Poland and Ukraine, which kicks off on 8 June.
Florette said it will build on the success of its 2010 performance, during which over one million bags of Three Lions England Salad were sold over just six weeks to support the FIFA World Cup in South Africa.
The Three Lions England Salad forms part of Florette’s major Summer of Sport package, as the brand hopes to capitalise on 2012’s unique summer of sport and celebration.
Florette commercial director Sandy Sewell said: “Football is the nation’s favourite game and the fans always passionately support the England team. During the last World Cup tournament, some England games were pulling in TV audiences of up to 18 million in the UK alone. So as the nation’s favourite salad brand, we just had to seize the opportunity to give England’s supporters another way to help them support their team during UEFA Euro 2012.”
The 200g salad blends lollo rosso, frisee, radicchio and spinach leaves and features the England football team’s Three Lions crest on pack.
Sewell added: “Importantly for us, the tournament takes place during our peak sales period - half of all bagged salad sales are secured during the summer months - and has great synergy with the key salad occasions of BBQs and summer socialising. We believe that our official England Three Lions England Salad will encourage considerable additional purchase during this key selling period and we want consumers to think of it as the ‘must-have’ addition to their tournament shopping basket.”
The product goes on shelf of 16 May and will be supported with promotional activity in store.
