Bagged salad specialist Florette has launched two ranges to further strengthen its brand and drive added sales into the category.
The Organic collection is available in two varieties - Spinach, Watercress and Rocket and Baby Leaf Salad - while a Premium Blend range has been added to the line up, also comprising two varieties: Baby Watercress blend and Multileaves blend.
Florette managing director Mark Newton said: “With 83 per cent of all consumers saying that they have now purchased organic, and with the organic category set to grow by 20 per cent year on year, there is clearly real growth potential in this segment. Given this opportunity and our reputation for expertise in quality and freshness, it was therefore very much a natural step to extend our offering into organic.
“The range is approved by the Soil Association, and raw materials are sourced from the UK, season-permitting.
“We are also investing in a new process to clean the salad wash water, specifically by using unique technology to wash the organic leaves in chilled water, free from any processing aids.”
The Premium Blend range has been introduced to meet consumer needs for a more experimental mix of leaves, and features a considered blend of unique ingredients such as baby watercress and multileaf, said Newton.
“Premium Blend offers an expert combination of leaves, colour and texture to achieve the ultimate in flavour. Our research has shown that consumers are more experimental with their food than ever before.”
With Florette already enjoying strong sales in the premium leaf variant thanks to the strength of its existing rocket, spinach and watercress ranges, and with the premium sub-category now worth £180 million and growing by 2.4 per cent annually, the future looks bright for the top-grade leaf.
The Premium Blend range also features a new pack design that combines bolder, more diverse packaging colours and an enlarged window cut-out, ensuring greater point-of-sale stand-out.
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