It’s always intriguing when a new word creeps into the descriptive text used on packaging to tempt the consumer. A phrase that I came across just recently for the first time was on a new prepared assortment of imported vegetables grown in Kenya in Marks & Spencer’s range, priced at £1.99 for 200g.

While the baby courgettes (33 per cent), sugarsnap peas (25 per cent), salad onions (22 per cent) and asparagus (20 per cent) have all been around for a long time and turn up in various combinations, the term Stir Fry Additions had been written on this pack, adding to the product’s appeal. The subliminal message must also be ‘buy more’.

Somerfield, meanwhile, has adopted the mantra of providing as much information as possible on its Royal Gala pre-packs. These are priced at £1.30 and sourced from The Co-operative range, now that the integration process of the two retailers is underway. To make the point that the price has been reduced by a third, the message is emblazoned in red on the bag, alongside two other labels. The smallest of these is a green roundel extolling 5 A DAY - a message that is also promoted heavily on the shelves by being linked to the advice, “Choose the Green Dot for a Healthier Choice”, as well as being carried on the majority of pre-packs.

And the second message will doubtless please my editor, with the announcement written in large letters that The

Co-operative won QV Fresh Approach Fresh Produce Retailer of the Year at Re:fresh 2009.

Moving along to the salad section, there continues to be a plethora of descriptions that match the wide range of leaves and brassicas used to compose recipes. With the probable exception of Caesar salad, I don’t think there are any set-in-stone formulas, so one multiple’s Italian or French salad offering is often different to something similarly named and sold by the competition.

And descriptions are not entirely based on the Mediterranean region. Morrisons, for example, is stocking American salad, which includes peppers and red onion, for 59p.

Something that throws up little, if any, confusion has appeared in the fresh-cut range at Asda, with a novel way to encourage children to eat pineapple. Attractively presented at 44p, or ‘three for £1’, the core of the fruit has been turned into a fruit lollipop.

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