As Florette’s Superfood Salad nears its first full year on the market, the salad specialist has said it expects sales to exceed the £2 million mark by the end of June 2016.
The mix of peppery and tender leaves with beetroot has proved a big hit with consumers, with over 550,000 households having purchased Superfood Salad since June 2015.
The product has been on sale at Asda, Sainsbury’s, Waitrose, Tesco, Ocado and Morrisons, at an RRP of £1.50.
Elaine Smith, marketing controller at Florette, said: 'With an average retail price of £1.28 per bag, it is even adding value into the category, which is continuing to see price compression as a whole with an average unit price of £1.20.
“Consumers have become increasingly interested in the nutritional content of their food and how this contributes to their overall wellbeing. By identifying this popular trend we were able to meet market demand with our new Superfood Salad, and launched this product with an integrated marketing campaign, including sampling, posters, trolley advertising, social media support and consumer press briefings and competitions.
“Almost a year on, the results for Superfood Salad have been absolutely fantastic. We’ve seen that it has been a popular choice for those ‘adorers’ of the leafy prepared category, as they make up 33 per cent of purchasers. Adorers are a key target market for Florette - high enjoyment and high frequency shoppers, who are motivated to eat healthily and keen to try new products that come onto the market.'
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