Florette explores new avenues

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Michael Barker

BY MICHAEL BARKER

@michaelbarker

Florette explores new avenues

Salad brand launches products into home-smoothie and beetroot markets following Axgro Foods acquisition

Florette explores new avenues

A display of new Florette products at Fruit Logistica in Berlin

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Florette is hoping to grab a slice of the home cooking pound with a number of new products outside its traditional leafy salad portfolio, the company revealed at Fruit Logistica.

The copmany's Smoothie Mix range comes in two variants – Superfood and Energy Boost. Superfood features spinach, beetroot, carrot, sunflower, pumpkin seeds, hemp seeds and dried blueberries, while Energy Boost includes beetroot, spinach, baby kale, red chard, flax seeds and dried cranberries. Users simply blend the ingredients with their favourite fruit and juice.

The lines are due to launch shortly in Ocado and Booths, with Tesco to follow.

Following its acquisition of Axgro Foods last summer, Florette is also working on a number of new beetroot lines. The firm is trialling a Florette-branded beetroot line in Ireland, while in the UK it is supplying a range of beetroot formats such as wedges into Asda’s own-label line.

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