Shropshire-based grower PDM Produce is aiming to invigorate the bagged salad category with the launch of brand Wok or Not, a mix of baby salad leaves that can be served as a salad or cooked as stirfry ingredients.
The Wok or Not Textured & Mild bag, which consists of red Russian kale, red chard, pak choi and spinach, will debut in Co-op stores nationwide in the first week of October, and is expected to spark development of a new quick-cook sub-sector within the category.
PDM will grow and process all the leaves at its base in Newport during the UK growing season and in mainland Europe out of season.
Philip Maddocks, managing director of PDM, told FPJ: “With Wok or Not, we want to bring some excitement back into the bagged salad category, which has become quite static lately.
“We have had fantastic feedback from consumer market research and have learnt that taste and waste are two of the biggest issues with bagged salad. People buy salad, the inevitably weather changes and they are left with wasted leaves, but with Wok or Not you have the option of cooking it and not just eating it as a salad.
“Demand for bagged salads traditionally dips in the winter, but with this brand it will not,” he added.
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