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BY MICHAEL BARKER

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Florette launches microwave green beans

Salad brand leader makes first foray into prepared veg with new line in Blakemore stores

Florette launches microwave green beans

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Florette has taken its first step into the prepared vegetable category with the launch of a microwaveable green bean pouch.

Developed to offer consumers convenience and taste, Florette Green Beans are described as helping to save time and offer a hassle-free approach to cooking and preparing the vegetables.

Florette Naturally Tasty Green Beans have launched into Blakemore stores for £1.99 for a 170g pouch. The beans are supplied by Van Oers United, one of Florette's sister companies within the wider Agrial group, but the products are pre-washed and trimmed in the UK prior to being packaged.

They only require three minutes in the microwave before being ready to eat, and come with a garlic and herb butter for flavour. The packaging contains a steam-valve on the front of the pack to ensure perfectly cooked beans. 

John Armstrong, marketing director at Florette, said: “This is a completely new and innovative product that we’ve developed. As a brand our bagged salads will continue to be our main focus, but we are also looking at ways we can make incremental gains, and the prepared vegetable category is one such area we’ve identified where there is strong consumer demand that we can utilise our expert network to meet.”  

The launch of the Naturally Tasty range follows the success of Florette Beetroot, which has been credited with bringing 1.1 million new shoppers to the brand, having sold over £2.6m sold last year.  

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