Florette is planning its biggest ever brand investment of
£5 million next year and an in-store trial that could revolutionise the salads fixture.
The brand will launch a new TV campaign for its bagged salads range in April 2012, to kick off its Summer of Sport promotions that will take in the Olympic Games, UEFA Euro 2012 and Wimbledon as well as the Queen’s Diamond Jubilee.
This will coincide with the relaunch of the Crispy range under the banner of Crispy Innovation, as well as new products under the Duo name.
Florette is running a trial in two of the big four retailers this autumn, which will look to reorganise the fixture in 20-25 stores in line with the results of Florette’s most far-reaching consumer research yet.
Tony Walsh, category manager for Florette, said: “The fixture is not clear and it’s not enticing, it’s mixed up. There could be some easy wins by making it simpler... Shoppers need help, and there is no better place to do this than at the point of purchase.”
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