Salad brand said it’s doubling down on cuisine-led NPD as it eyes further growth in the prepared salad sector
Salad brand Florette is responding to consumer demand for hotter flavours with the launch of two new salad bowls.
Florette Spicy Salad comes with “a bit of Peri Peri attitude”, as well as mixed leaves, peppers, tomatoes and chilli sprinkles. The more classic Florette Caesar Salad includes parmesan cheese, black pepper croutons and Romaine lettuce.
“The two products are very different, will have major on-shelf presence and we’re confident will broaden the appeal of market-leading Florette,” says commercial and marketing director Martin Purdy.
“Florette Spicy Salad comes with a bit of Peri Peri attitude, meeting the growing appetite among UK consumers for spicy food, and offers a real point of difference in a category which is seen by some as a bland sea of green.”
Florette Caesar Salad rolled out from last week in Iceland, Booths, Nisa, Spar, Londis and Budgens, following Spicy Salad’s launch a few weeks before.
The salad brand is continuing its always-on marketing campaign for 2025, including sponsorship of food TV channel, the Food Network, and a media partnership with GoodFood and Olive magazines.
“Cuisine led, innovative NPD continues to play its part in raising awareness and demand for Florette product,” said Florette’s head of category UK & Ireland, Polly Davies.
“This year, it’s all about convenience that is big on flavour. We’ve doubled down on NPD that hits key consumer trends and need states, elevating the classic favourites shoppers know and love, with a bold and delicious twist.”
The prepared salad is currently worth £652m, up 2.6 per cent on last year, while the Florette brand is valued at £26m, up 27.7 per cent on the prior year’s performance [Nielsen and Kantar, 52 w/e 17 May 2025].
FPJ Big 50 Products, out in July 2025, will rank the top performing fresh produce categories of the last 12 month.
