The G's Marketing team behind the fresh & naked salad range have announced an extension of the brand with the introduction of a new 'living leaves' concept, which will launch in UK Tesco stores on 7 June.
Retailing at a recommended £1.10 (€1.30), the concept consists of three specialty red and green lettuce varieties – Lollo Rosso, Red Oakleaf and Lollo Biondi – sold in their soil block rather than being cut at harvest, meaning that consumers can cut and use the lettuce whenever they choose.
With an emphasis on being convenient and non-messy, G's Marketing said that consumers would benefit from a fresher salad with a longer product shelf-life, with living leaves offering the opportunity for consumers to replant the product if they wished.
'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,' noted G's category manager Anthony Gardiner. '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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