French fresh-cut specialist Florette is planning to boost its mixed salad segment with the launch of a new range named Etonnamment, meaning “astonishingly”, on 1 October.
Although the market for mixed salads has shown signs of declining of late, mixed salads still represent almost 30 per cent of the fresh-cut market in volume terms, and 21 per cent in value terms.
According to Florette, a lack of innovation has been the primary cause for this decline. However, the company believes its Etonnamment range, which will follow the launch a few months ago of its “Mélanges de Saison” offering, will reverse this trend.
The Etonnamment range has four different varieties, Etonnamment croquant (crunchy), Etonnamment tendre (soft), Etonnamment gourmand (gourmet) and Etonnamment corsé (spicy), and aims to surprise consumers with the inclusion of some little-known ingredients, such as red Batavia and red Lollo.
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