Florette is set to capitalise on football mania across the UK this summer with its FIFA World Cup-themed official England Three Lions Salad.
The mild and versatile mix of Lollo rosso, frisee, radicchio and spinach leaves is designed to suit all tastes and will be promoted as an ideal accompaniment to any meal.
In a licensing deal brokered by CPLG Sport on behalf of the Football Association, this line is a first for the produce category and will carry the Three Lions crest, a universally recognised symbol of the England team.
Florette marketing manager Elaine Smith said: “Football is the nation’s favourite game and the fans always passionately support the England team. During the last World Cup tournament, some England games were pulling in TV audiences of up to 18 million in the UK alone. So as the nation’s favourite salad brand, we just had to seize the opportunity to give England’s supporters another way to help them support their team during the World Cup this summer.
“Importantly for us, the tournament takes place during our peak sales period - half of all bagged salad sales are secured during the summer months - and has great synergy with the key salad occasions of BBQs and summer socialising. We believe that our new official England Three Lions Salad will encourage considerable additional purchase during this key selling period, while also drawing in new consumers to trade up into the bagged salad category. We want consumers to think of it as the must-have addition to their tournament shopping basket.”
The Three Lions Salad will be in stores from May, backed by a raft of in-store support such as specially designed crate liners as well as point-of-sale and price promotions, all aimed at helping to support the England team and make fresh produce part of sales opportunity that the World Cup will bring to the retail sector.
An on-pack promotion will give consumers the chance to win a luxury gas barbecue by sending in their favourite footie salad recipes.
The salad comes in a 200g pack size and is priced at £1.50.
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