Florette has amended its company logo and package design, and is also reducing pack sizes of some of its key products.
Following the results of specially-commissioned consumer insight, the salad specialist said it got to work on a response that would enable it to 'solve the wastage issue and inject growth into the leafy prepared salad category.'
After what Florette describes as 'intensive qualitative and quantitative research into consumer attitudes, purchase intent and pricing' over a six-month period, the outcome is the creation of a new range blueprint that will see pack sizes and prices change for key SKUs.
The new packs - complete with a refreshed design and a slightly amended Florette logo - also involve a new communication strategy aimed at offering greater clarity on the number of portions within each bag. The firm hopes that this will help consumers buy the right amount of product to meet their needs, therefore reducing in-home wastage.
Neil Sanderson, managing director of Florette, said: 'Replacing ambiguous ‘serving numbers’ with pictures of salad portions on plates provides a new, clearer indication of how many platefuls, side portions and handfuls of product are contained within each bag.
'These tangible and understandable portion indicators makes it easier for shoppers to judge how much product is in each bag, which informs how much they need to buy to suit their needs.
'In addition, thanks to a packaging re-design, the brand will also be providing shoppers with greater clarity in the way it communicates flavour delivery and recipe inspiration on-pack. This will help shoppers identify and buy what they want, and will motivate shoppers to be more creative with their salad by being better informed about the products they buy.'
He added: “Shoppers are telling us they want to find what they want easily, in order to buy what they need, and then use what they buy. We are responding responsibly to the desire for reduced wastage and making shopping for salads easier by optimising the pack sizes and prices of our key products.
“It is important to emphasise this not about reducing pack size at the same price, but about changing both pack size and price in proportion to meet consumer needs better.
“Live market trials undertaken with retailers have driven unit sales by over 20 per cent, so we know that this optimisation not only tackles consumer demand for reduced wastage of bagged salad, but also increases the demand for our products by increasing purchase frequency, thus helping to drive category growth.'
As an example, Florette's Crisp salad range is dropping in size from 200g to 170g, and is coming down in price from £1.75 to £1.50.
Florette believes growth worth in excess of £8 million could be achieved by this move.
News of the new range blueprint comes at the same time as Florette’s biggest-ever marketing investment, which will see the company spend £6m on TV, digital and social activity in 2015.
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