As reported first in FPJ in April, Soleco, parent of Florette, the UK's top-selling prepared salad brand, has teamed with Celador International, owner of the You Are what you Eat television format, to launch an exciting new You Are What You Eat snack salad range.
Marketed under the You Are What You Eat umbrella, the launch represents a new "first" for Soleco in partnership with an established brand.
The prime-time Channel 4 TV Show, now in its third series, has been a huge success, attracting audiences of more than four million, and offers further marketing partnerships including best-selling books, a monthly magazine, kitchen appliances, nuts, seeds and cereal bars.
"This is an ideal partnership for two great names in healthy eating," said Mark Newton, managing director of Florette UK and Director of Soleco. "The launch enables us to bring our salad producing expertise to a wider than ever audience, driven by a top-rating TV show. We can bring incremental sales to the snack salad category and enjoy an association with a license with longevity and strength.
"There is tremendous potential for prepared salad in the snack category," he added. "The £141m sector has already grown at over 17 per cent year on year and is set to expand still further."
Newton added that previously the snack category lacked tasty, salad based choices. "Mayonnaise and pasta options were dominant and there was a lack of lunchtime offerings for health-conscious snackers. Our Soleco range meets the needs of the sector, and has been an instant hit with buyers and consumers alike."
Two choices are offered in the new Salad Snack range:
• Mixed Leaf and Bean Salad combines Mixed Beans, Baby Leaf Spinach, Lambs Lettuce, Lollo Rosso, Carrot and Sun-Dried Tomato Dressing.
• Mixed Leaf and Seed Salad adds mixed seeds to Escarole, Wild Beetroot, Lollo Rosso with Balsamic and Olive Oil Dressing.
Tina-Louise Phipps, head of licensing and marketing, Celador International, said: “The addition of Healthy Salad Snacks to the YAWYE range, is another perfect avenue to bring this already well-known property to its target audience, and Soleco are ideal partners. As acknowledged leaders in Prepared Salads with a track record for reliability and top quality throughout Europe, we are delighted to welcome them as YAWYE franchise partners.”
The recommended sale price for the salads is £1.99 - for 175g and 215g packs.
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