English Village Salads has capitalised on the recent increased demand for salads, with several successful product launches into Asda this summer.

In response growing salad consumption frequency and a consumer demand for something different, EVS launched Salanova butterhead lettuce, golden baby plum tomatoes and bunched radish into the retailer, which, according to the company, have all been successfully received.

It has also launched a number of organic salad lines this year for Asda, in line with the retailer’s increasing organic focus, which has seen organic wholehead salad up by 50 per cent year-on-year.

Marketing manager Kelly Colrein said: “Consumers are more discerning now when it comes to food choices and many are opting for organic produce, especially families with young children.”

The end of the year will also see EVS launch an innovative new concept in the tomato category, as well as extensions to the retailer’s beetroot range in an effort to further satisfy demand for a more diverse salad-choice.

“For 2007, variety will be the key focus again with more premium tomato varieties, a simple and effective variety selection criteria allows EVS to identify the best. Innovations to encourage consumers to increase their salad repertoire will also be a major focus for 2007,” Colrein added.

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