Wok or Not - the salad leaf brand that can be consumed both cooked and raw - has added two new variants to its offer as it launches into selected Asda stores.
The introduction of the new Wok or Not mixes, Flavoursome & Peppery and Crunchy & Aromatic, follows the success of Wok or Not Textured & Mild that launched into The Co-op in autumn 2008.
Wok or Not is now available from Asda stores across the Midlands and the listing is being supported by regional tastings, competitions and a focused public relations campaign to drive home the core product messages and to promote trials.
As the first salad leaf brand to present consumers with a clear ‘can cook’ proposition, Wok or Not has sparked strong interest since it was unveiled by Shropshire-based PDM Produce.
PDM’s managing director Philip Maddocks said: “As experienced growers, we have experimented over several years to select the right combination of baby leaf varieties that perform consistently well in the wok.
“We only grow and select whole leaves that can add real flavour to a meal, be it hot or cold.
“The taste that the very best baby leaf varieties deliver, combined with the versatility of Wok or Not in everyday meal planning, means that consumers enjoy using the whole bag.
“This not only eliminates the waste associated with many bagged salad purchases but also underlines the great value that Wok or Not presents to consumers,” he added.
Trials and extensive consumer research have demonstrated that the brand can add incremental growth to bagged salads and that shoppers view Wok or Not as a weatherproof salad purchase, according to PDM.
Wok or Not Flavoursome & Peppery and Crunchy & Aromatic is packaged in 160g bags.
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