Salanova, the one-cut ready lettuce from Dutch seed specialist Rijk Zwaan, will once again be promoted to consumers in UK stores this year.
Salanova, which won Fruit Logistica’s Innovation Award last year, is growing its presence worldwide, according to project co-ordinator Jan Doldersum. He said the variety experienced great success in the US recently, where a salad mix containing Salanova became the top-selling new product in the country’s supermarkets in the third quarter of last year.
In May, Rijk Zwaan will launch a promotional campaign for Salanova in the UK. Doldersum told FPJ that the UK is the leading market for the lettuce and that the company is looking to raise awareness and develop the brand further. “It took us until last year to reach the UK market. To get the message to consumers is difficult, so that’s the challenge for us. In-store promotions are possibly the best way to do this,” he said.
Salanova is used in Marks & Spencer’s Sweet Rosa Verde salad mix. From May, The co-operative will also stock, for the second year running, a mixed Salanova salad featuring 60 per cent green Salanova and 40 per cent red.
Rijk Zwaan promoted the lettuce at Fruit Logistica again this year and celebrated its 10th anniversary attending the event.
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