UK-based fresh convenience specialist Nature's Way Foods (NWF) has launched a completely new bagged salad range called Lasting Leaf, to be distributedthroughout the country by high-end retailer Waitrose exclusively for the first year.
According to the manufacturer, Lasting Leaf is a unique new salad concept that offers consumers longer lasting, freshly washed bagged salad.
Once opened, the product boasts an extended shelf-life that is two days longer than traditional bags.
The Lasting Leaf range has been developed using a new process that allows the bags to be frequently opened without any adverse affect to the leaves, helping to minimise waste and offering consumers excellent value for money.
'Nature's Way Foods has developed Lasting Leaf using the same methods traditionally used by chefs to wash and refresh iceberg lettuce and other hardy leaves,' explained Sarah Baldock, head of marketing at NWF.
'With our new Lasting Leaf salad, this oxidation process is delayed,' she added. 'We have adapted the traditional technique to suit our bagged salads and created a range that is attractive to consumers looking for longer lasting quality.'
In developing the range, the company's research revealed that consumers often avoided bagged salads due to uncertainty about product shelf-life.
'Consumers have a real concern that the product will perish too quickly and there will be wastage once the bag is opened,' Ms Baldock continued.
The range has also been developed with the issue of food waste in mind, she explained. 'NWF is keen to help minimise food waste and in developing Lasting Leaf we believe we’ve created a range that answers a genuine need whilst having the potential to change consumer attitudes.'
The Lasting Leaf process has been designed to avoid lettuce leaves suffering stress when cut. By blanching them in warm water immediately after being cut, stress is kept to a minimum and the leaves cope a lot better.
The technique is also said to help relax the leaves so they stay fresher for longer. With standard bagged salad leaves, Ms Baldock suggested, the moment the packaging is opened and oxygen enters it, the leaves’ cut surfaces begin to turn pink.
NWF has launched two new lines as part of the Lasting Leaf range – Iceberg (300g) and Sweet & Crunchy (250g) – at a recommended retail price of £1.30.
The launch will be backed initially by a half-price promotion, which will run for three weeks to attract attention and encourage trial purchases.
This will be followed by an extensive promotional support plan at point-of-sale, with coverage in the retailer's in-store magazines Waitrose Weekend and Waitrose Kitchen backed by trade and consumer PR activity.
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