Florette is relaunching its steamed vegetable range this autumn with some tasty new sauces and a cook-in-the-microwave option.
“Consumers are ready for this development,” said Mark Newton, Florette md, who also admitted that the group’s initial Heavenly Veg product launched two years ago was perhaps ahead of its time. It also required steaming on the hob which research showed deterred consumers.
The price point is more attractive for consumers too at £1.99 for 270-280g packs of a selection of vegetables with in-pack sauces.
The three varieties available in the Steam Vegetable range are carrot, fennel, red onion and broccoli with orange vinaigrette; red and yellow pepper, courgette and broccoli with oregano and olive oil; and young-leaf spinach, spring onion, green pepper and tagliatelle carrot with green Thai dressing.
“Steamed veg is an ideal progression for Florette and we are looking forward to driving the category as we do with salads,” said Newton. “We have the technology and expertise to deliver quality products and we can offer consumers the brand reassurance of a name they know and trust.”
A spokeswoman said the new range is even easier for consumers. “It is a simpler operation,” she said. “This way they can just pop the product in the microwave or steam it on the hob if they prefer. Either way they get the same quality and taste.”
The aim behind the new lines is to make vegetables exciting and interesting and introduce consumers to some attractive combinations.
“We believe that the prepared veg sector has great potential,” said Newton. “We have taken a very basic concept and are adding value, making vegetables more special.”
The products are already in Tesco stores and further roll out to other retailers is expected by Christmas.
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