Tesco’s new salad box project is to have an on-shelf counterpart, fresh & naked living leaves.
The product will launch on 7 June and will sit alongside the fresh & naked salad boxes sold exclusively in Tesco stores nationwide.
With an RRP of £1.10, living leaves is a selection of three red and green lettuces “in its soil block”.
Rather than cutting the plant at harvest, the living leaves remain in the soil block they grew in, meaning that consumers can cut and use their lettuce whenever they want.
living leaves will be a selection of lollo rosso, red oakleaf and lollo biondo speciality lettuce varieties, and will be merchandised within the salad aisle.
It is hoped the product will be perceived as “convenient and non-messy” and appealing for people with an interest in gardening.
Anthony Gardiner, category manager at G’s Marketing, which is promoting the product, said: “fresh & naked unwashed boxed salads were launched in mid-May and have delivered strong initial sales in the first three weeks and significantly ahead of original expectations.
“living leaves is the second product format in the fresh & naked salads range and we are currently exploring a number of other concepts that fit within the fresh & naked brand values.”
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