Florette’s assault on the prepared vegetable category has been given a boost following strong interest from all the UK’s multiples.
The launch of their new steamed vegetable concept, Heavenly Veg, will be taking place in February, and md Mark Newton said the feed back from the retail sector is already extremely positive.
“People will generally try and pick faults, but virtually everyone is coming back to us and saying it’s fantastic.”
He also said the company was interested in adding new UK growers: “Our sourcing policy has not changed, we’re always keen to grow our UK supply base.”
Claire Jenkins, marketing manager, said the company would be relying on television more heavily throughout 2005, spending more than £1.5 million to push the Florette range of products, with around £500,000 of this to promote the new launch.
Newton said Florette is serious about the veg category: “We’re not just playing at this, its part of our overall strategy to develop into that first aisle.”
However, he was critical of the 5-a-day scheme, which does not allow him to use its logo on the Heavenly Veg range.“The fact there is a sauce sachet with the product precludes us from using 5-a-day. However, certain manufacturers are putting it on things like ketchup.
“So to consumers it would appear that steamed veg is not as good for you as a dollop of ketchup. That’s not the science, but people will be taking that message home.”
He said the message needs to be made clearer for consumers, but added that they would not be adding to any confusion by using a 5-a-day logo.
Meanwhile the company is also looking to develop a range of vegetable-soup kits to launch in September 2005.
