The brand is targeting a shake-up of the convenience salad category with its modernised Florette logo and new flavours aimed at younger, trend-led consumers
UK salad brand Florette has announced a “vibrant brand refresh” across its full range as it seeks to “extend its category leadership”.
The overhaul consists of a modernised logo and mission statement, as well as a continued focus on trend-led product development.
“Utilising bold colourways and contemporary typography, the new-look packs are designed to clearly communicate premium quality, aid shelf navigation and appeal directly to busy, modern shoppers,” Florette revealed.
The aim, backed by a significant marketing investment, is to encourage shoppers to incorporate salads into more mealtimes.
“The brand refresh is centred on a bold new brand mission: ‘Crafted by Nature, Perfected by Florette’, the company stated. “This new positioning takes Florette back to its roots, underpinning commitment to proactive health, mealtime inspiration and ESG-focused storytelling around farming, community and planet.”
The rollout is being spearheaded by a new Asian-inspired salad launch, which Florette said taps into soaring demand for bold, globally-influenced flavours. Apollo lettuce, ruby chard, mizen and radish are combined with tonkatsu-style dressing and a crispy seaweed-style sprinkle.
“Aimed at driving value and attracting younger, trend-led consumers, the ready-to-eat kit offers a complete, zero-prep meal solution,” Florette stated. “By capitalising on trending Japanese tonkatsu flavours, the launch provides retailers with a premium, highly convenient product that promises to trade shoppers up and disrupt the salad category.”
Hitting the shelves on 4 May, Florette’s Asian-inspired salad will reportedly be available in Asda, Sainsbury’s, Nisa and Booths stores across the country.
Polly Davies, head of category and marketing at Florette, commented: “It is time to shake up the fresh produce aisle and move the prepared salad category on from functional and predictable to inspiring. Younger consumers are demanding bolder, highly convenient and trend-led meal solutions, which are generally lacking in our category.
“We are giving the category a much-needed jolt of energy, equipping our retail partners with the ultimate tool to drive footfall and recruit new shoppers.”
The brand refresh and Asian-inspired salad launch are set to be supported by a targeted, multi-channel marketing campaign aimed at under-35 year olds, including digital content, social media influencer activations, PR and shopper marketing.
“This investment ensures Florette remains front-of-mind, is the sign post for the category and delivers strong sales momentum for retailers throughout the summer season,” the company stated.
