Florette is hoping for the sweet taste of success with the launch of a new premium salad offering and £2 million advertising campaign.
The company claimed the Sweet Continental Salad, to be launched next Monday, May 16, has been specially engineered to meet UK consumer preference for sweet tasting salads.
The 200g packs, priced £1.69, also introduces a new leaf to the market, butterhead, mixed in along with lollo rosso, green Romaine and lambs lettuce.
Sandy Sewell, commercial director, said: “This is an exciting launch for Florette. With Sweet Continental we are tapping into a gap in the market for sweet-tasting salads which consumers in this country most enjoy, rather than the more bitter flavours preferred by other nations.”
He said the new product allows for versatile use, from an ideal salad base to mixing with other ingredients, such as chicken or vegetables.
“Florette is again showing our commitment to innovation with this new product. We are continuing to drive sales forward and support growth in the prepared salad market.
Sweet Continental also acknowledges Florette's Continental heritage and Europe-wide expertise in creating interesting salad mixes which stimulate demand in store,” he added.
The company is outperforming the sector strongly, growing at 25 per cent in a £392m market which last year showed less than one per cent growth.
To support that growth, Florette’s new £2m advertising and promotional campaign, to run throughout the year.
Television activity will run from June to September, covering Florette’s National Salad Week in July. Additional press and in-store media will also support the Sweet Continental launch.
No comments yet