Baby leaf salad brand has relaunched into Waitrose and Ocado with fresh look focused on outdoor heritage and sustainability credentials
Salad supplier Vitacress is relaunching its salad brand Steve’s Leaves with a new visual identity and product listing announced today (22 April).
The brand, which has been in redevelopment for a year, will be on sale from today at Waitrose and Ocado, with mixes including watercress, pea shoots and Butterhead lettuce combined with baby leaves.
“After months of passion, debate, collaboration and belief, I’m incredibly proud to finally be able to share what’s next for Steve’s Leaves,” head of innovation and category at Vitacress, Georgina Jackson, wrote on LinkedIn. ”This week, the brand relaunches with a bold new look — the biggest change in its 15‑year history.”
Jackson said the relaunch is rooted in heritage, as well as sustainable farming, nature and soil health.
Customer account director, Ian Jameson, also shared the news on the platform, adding that: ”The relaunch has been carefully developed to strengthen differentiation, drive on‑shelf standout and better reflect what makes Steve’s Leaves special.
“Over time, the leafy salad category has become increasingly crowded, many newer brands have adopted similar language, styles and claims, but not all with the same depth of farming heritage or outdoor‑growing credentials.
“The answer was not to change who we are, but to express it more clearly, more confidently and more visibly,” he wrote.
Steve’s Leaves was founded 15 years ago by watercress pioneer Dr Steve Rothwell, and became known for promoting the health benefits of fresh salad leaves, as well as the credentials of natural outdoor production.
