The bagged sales category is set to overcome a slow start to the year with a summer spike in sales driven by the FIFA World Cup.
January’s cold weather and snowy conditions slowed the sector significantly with latest industry figures showing 2.3 per cent growth with additional sales of £4.2m in the first 20 weeks of 2010.
Much of this growth has been driven by the Florette brand, which gained additional sales of £3.7m, a 33 per cent increase on the same period last year.
The company has thrown its weight behind the tournament with its branded Three Lions salad, launched in May, which has strong sales in its first five weeks as the company’s third largest line during the month.
Sandy Sewell, commercial director at Florette, said: “In a licensing deal brokered by CPLG Sport on behalf of The FA, this new, fresh produce product carries the Three Lions crest and will encourage considerable additional purchase while also drawing in new consumers to trade up into the bagged salad category - we want consumers to think of it as the ‘must-have’ addition to their tournament shopping basket.
“This is a fantastic result and we expect sales to increase further when the tournament begins this weekend and as football fans really ramp up their support for the England team.”
She added: “We are anticipating further category growth as the weather continues to improve through June and into the rest of the summer. Traditionally half of all annual bagged sales take place during the summer months and we expect this summer spike to be further amplified by the World Cup, as football fans turn match days into summer socialising and barbecues occasions.
No comments yet