NPD AND MEDIA
PICKS OF THE WEEK SPECIAL – FLORETTE TO GET YOUR PRODUCT LISTED PLEASE CONTACT RAITKEN@55NORTH.COM
FLORETTE INSPIRES SHOPPERS WITH COLOURFUL NEW CREATION LEADING PREPARED SALAD BRAND FLORETTE HAS LAUNCHED A NEW RAINBOW CRUNCHY SALAD FEATURING A DONATION TO THE NHS.
Florette, the biggest brand in the UK’s £598m
the salad, which will feature at the heart of our
leafy prepared salads market [Nielsen, Dec
new marketing campaign.”
2020], is aiming to inspire and motivate shoppers
The NPD will be supported by a £1m
towards great-tasting, healthier food choices
marketing investment, including ATL, shopper
with the launch of a new flavourful and colourful
marketing, in-store activation and a digital
bagged salad.
campaign enhancing visibility, alongside social
Rainbow Crunchy has been created to bring
media and on-pack recipes to inspire shoppers.
standout to the fixture with a colourful crunchy
“We put flavour, taste and insight at the
assortment of mild leaves, including escarole
heart of every innovation and this product is no
and radicchio and vibrant crunchy vegetables
exception, bringing high purchase intent among
such as carrot and candy striped beetroot.
ABC1 shoppers,” adds Clark.
The new product will launch with a charitable
“We’re also really proud to be able to support
on-pack partnership, with Florette pledging a 2p
NHS Charities Together. Even without the
donation to NHS Charities Together for every
extra challenges of Covid-19, the charity works
pack sold.
tirelessly to make a big difference to millions of
The partnership follows Florette’s previous
families when they need it most. As a nation,
collaboration with Diabetes UK that raised over
we’ve relied on the NHS more than ever before
£61,000 to support the charity’s invaluable work.
in the last 12 months; this partnership goes just a
Hazel Clark, Head of Marketing at Florette UK,
small way towards saying thank you.”
comments: “Even the most enthusiastic salad
Research shows one in five households
eaters get stuck in a rut on occasion and make
purchase leafy salads annually [Kantar, Dec
do with basic salads, which, whilst nice
2020] with over 90% of shoppers looking
enough, aren’t exciting. They need
to lead healthier lifestyles [IGD, Dec
help and inspiration to create food that
2020].
they will love to eat. “Our
in-house
Rainbow Crunchy will launch on 12 chefs
have
developed recipes to perfectly pair with
April in Sainsbury’s stores, before rolling out market-wide.
WEDNESDAY 17TH MARCH 2021 / ISSUE 47 / SLRMAG.CO.UK / 19
