Leading prepared salad brand Florette UK has enjoyed a sizzling summer, as soaring temperatures across the UK sent its sales to record levels.
Increased consumer demand, allied with a £2.5 million marketing investment and Florette’s strongest-ever presence on the UK retail shelves, has seen the Lichfield-based company grow its share of the category to 7.5 per cent.
Florette recorded £6.1m growth in 2006 and has registered a 23.7 per cent sales increase year on year. Brand awareness for Florette is at 70 per cent, a leap from 64 per cent in March, spurred by the firm’s latest seven-week, nation-wide TV advertising campaign as well as a series of new salad launches, including its ‘A Taste Of...’ range.
Mark Newton, managing director of Florette UK, said: “Florette growth is now more than 20 per cent in a market showing two per cent overall growth year on year. The brand’s strongest-ever performance in retail has been influenced by additional distribution and NPD listings for Florette.”
Elaine Smith, Florette’s marketing manager, added: “Hot weather early in the season and the launch of ‘A Taste of...’ combined to produce excellent results.
“The start of the World Cup and high temperatures throughout the summer meant consumers opted for at-home eating. Florette delivered salad mixes to appeal to the
market.”
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