Tesco has laid its salad offer bare with a new range of unwashed baby leaf salad products, named fresh & naked.
G’s Marketing launched the products into 250 Tesco stores yesterday, retailing at 80p. The range offers wild rocket, a strong mixed salad leaf (including rocket, chard and spinach), a sweet mixed salad leaf (featuring lamb’s lettuce, chard and spinach) and individual lamb’s lettuce packaged in 60g brown boxes
fresh & naked will replace the two existing Tesco own-label unwashed bag packs in the 250 stores, adding two new lines - strong mixed salad leaf and sweet mixed salad leaf - to the existing range.
The boxes have been designed to stand out on the shelf with eye-catching labels, a storyboard on the back of the pack and see-through lids.
Dan Cross, account manager at G’s Marketing, said: “We were keen to get involved in the Tesco unwashed range and bring a clearer identity to its products versus washed, prepared bagged salads.
“Kantar don’t currently record the value of the unwashed bagged salad market, but we believe the market is circa £8 million a year and we want to grow this to £14m. We firmly believe that fresh & naked is the brand to do this - it’s a little bit risqué but clear and interesting to consumers.”
fresh & naked will be supported with a strong PR campaign which will include a new website, www.freshandnaked.co.uk
The product will also feature on the G’s stand at the Suffolk Show & Open Farm Sunday and will be on mailouts.
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