How does the salad market compare to this time last year?
On an MAT Basis the category is 0.7 per cent down versus last year; this is largely due to a cooler summer compared to the hot summer of 2013. There were no summer peaks in 2014.
How can companies help boost wider consumption across the salads category during winter months?
Florette is helping to support the category through product innovation; this has recently been seen with the launch of Florette Baby Kale, a superfood baby leaf that offers salad consumers all the health benefits of curly kale in a convenient, raw format that doesn’t require cooking.
This new product launch will be supported by a PR and marketing campaign in January 2015 to help communicate and spread the Baby Kale message within trade and consumer circles. Activity involves high-impact London underground advertising and targeted press adverts in some of Britain’s best-loved consumer titles.
Would the salads category benefit from an industry-wide marketing campaign, and if so, how would this work best?
Naturally we would welcome any additional industry-wide communication to help boost the category. As a company, Florette is investing £5m in support of this.
What will future consumer trends in salads look like, in terms of format and leaf preference?
Consumers looking for extra convenience, and consumers looking for salad inspiration from new singles or mixes, have helped bowls to perform well.
Why are Florette's bowl offerings out-performing the wider bowls sector?
Florette’s current offer is focused on the ‘For Me For Now’ occasion, which is the fastest sector of bowl growth, with the reassurance of the Florette name as the experts in salad. They come with an attractive price point of £1 and with recipes of most popular ingredients they are proving a big hit with consumers.
How many bowls are in the range now?
Three – Sweet & Crunchy, Classic and Leafy Bistro.
Has Florette ever considered using a renewable material, instead of plastic, for its bowls?
Florette is looking into other materials where we can increases sustainability, but this is a long-term project. For the time being, we shall continue to offer bowls at an attractive price point for consumers using the present materials.
How will the trend for convenience in salads continue? Do you see it plateauing at all?
We see future growth in the ‘Bowls for Us’ segment of the category, where we are looking to launch larger variants of our current recipes in 2015.
How does Florette's success in bowls benefit the wider sector?
We are adding increased growth to a sector that is performing well, by bringing both loyal and new shoppers into the category through the strength of the Florette name in salad.
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