Dole advances bagged salad reinvention

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Carl Collen

BY CARL COLLEN

Dole advances bagged salad reinvention

Group unveils series of on-pack changes and other enhancements for bagged salads at PMA Fresh Summit in Orlando

Dole advances bagged salad reinvention

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Dole Fresh Vegetables has revealed that it is to build on the success of its bagged salad reinvention, first unveiled at last year's PMA Fresh Summit, by accelerating the evolution of the category through the introduction of several consumer-driven advances.

Beyond packaged salads, Dole is also extending its consumer-focused new packaging to fresh vegetables and berries, strengthening the Dole brand across the produce department and stimulating even greater purchase frequency.

Dole is debuting its newest initiatives, such as on-pack features for 2011 and the industry's first mobile phone application dedicated to salad shopping and menu development, at the 2010 PMA Fresh Summit in Orlando, Florida.

"Our 2009/10 initiatives to reshape the bagged salad category were immediately popular with consumer and industry alike," said Ronda Reed, vice-president of marketing for Dole Fresh Vegetables. "In fact, since many of the most passionate salad users we want talked to wanted us to go even further to enhance their salad-shopping experience, we took our programme to the next level and are proud to allow PMA attendees to be the first to experience our latest research-backed initiatives."

Changes that will be demonstrated include Dole's new word-based taste and texture scales for salads, which will replace the numerically driven scale in 2011, with the taste scale now ranging from 'sweet and subtle' to 'zesty and bold' to 'complex and robust' and including 'tender', 'crisp' and 'crunchy' designations.

Supporting these qualitative taste and texture scales is new, blend-specific copy that describes not only the specific ingredients of the salad but also the taste and sensory profile of each Dole salad.

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