Florette has hit the ambient grocery shelves with a range of salad dressings. The prepared produce brand has launched six different mixes to suit a variety of tastes and preferences and Asda is the first retailer to showcase the range, with four of the new dressings on shelf this week.
Ambient dressings is a £34.2 million category and is led by own label. Commercial director Sandy Sewell said Florette can readily leverage its success as a powerful salad ambassador to inject strength and growth to the category: “Take a look along the ambient dressing shelf and the core brands are associated with products that have very little to do with salad, so we identified a significant gap on the shelf for a genuine salad ambassador. We see it as a natural step to extend our salad offering and exploit our iconic status to attract more salad buyers into the ambient dressing category. Florette shoppers are genuinely engaged with salad, spending 57 per cent more on the bagged salad category than their non-Florette buying counterparts.”
Florette’s consumer insight revealed that 10 million shoppers buy salad each year, but not all of these are reaching for an accompanying dressing, creating a huge sales opportunity that is ready to be capitalised. By targeting premium salad shoppers alone, the brand believes it could unlock £2.8 million incremental value for the ambient dressing category.
Florette has targeted high volume and familiar dressing lines, including Caesar, Classic French and Balsamic in the range along with lines with flavour twists to create stand-out: Sundried Tomato Vinaigrette, Lemon, Mustard & Poppy Seed and Rocket Pesto. Each 220ml bottle of dressing is priced at £1.99.
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