A new salad bag could drastically alter the prepared market and address the considerable waste issues in the sector.
Waitrose will be the first retailer to sell a new branded bagged lettuce called Lasting Leaf, guaranteed to last two days longer than traditional standard bags of leaves when opened.
Two lines will be available in Waitrose across the UK - a 300g pack of Lasting Leaf Iceberg Lettuce at £1.30 and a 250g pack of Lasting Leaf Sweet & Crunchy Lettuce containing iceberg, romaine, carrot and cabbage.
The products have been inspired by traditional ‘blanching’ methods employed by chefs around the world to wash and refresh iceberg lettuce and other hardy leaves.
The development follows several year’s research by supplier Natures Way Foods.
Blanching delays the pinking that happens to lettuce when a standard bag is opened. The change in the leaf occurs as oxygen makes its way to the cut surfaces.
Blanching hardy leaves in warm water immediately after being cut acts as protection against the oxygen and consequently slows the pinking. This technique is said to help to “relax” the leaves so that they stay fresher for longer.
Bagged salad is seen as one of the main problem categories in dealing with wasted fresh produce given its short shelf life.
Waitrose buyer Rhonwen Cunningham said: “As the salad season is getting into full swing there is already a demand from our customers for a longer lasting bagged salad in tandem with our desire to promote the reduction of food waste.
“As its leaves stay crisper and retain their natural colour for longer it will offer better value for money for our customers because they have more time to use each bag.”
A Waitrose spokesperson told freshinfo: “From our consumer polls, people always strive to reduce their food waste and this is a good way to do that.
“It is the product of several years of research and will initially remain exclusive to Waitrose.”
Sarah Baldock, head of marketing at NWF, added: “We believe we’ve created a range that answers a genuine need - whilst having the potential to change consumer attitudes.”
An initial, half-price promotion will run for three weeks to attract attention and encourage trial. This will be followed by an extensive promotional support plan at point-of-sale, and in-store magazine coverage in Waitrose Weekend and Waitrose Kitchen - backed up by trade and consumer PR activity. Waitrose will stock the brand exclusively for one year.
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