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Florette offers “new taste in salad” in £1.25 campaign

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By Natalie Mortimer, N/A

March 25, 2014 | 2 min read

Florette has invested £1.25m in a new campaign to launch its latest product, PepperCress, as the salad producer looks to encourage consumers to use more salad leaves in their cooking.

The new product, which launches on 30 April, is set to offer consumers the opportunity to use salad in different ways, such as smoothies, pasta dishes and soups.

Florette is hoping that the “versatile and tangy leaf” will freshen up the category and offer more versatile products that can inspire mealtimes.

Elaine Smith, marketing controller at Florette, explained: “Our insight indicates that salad consumers are craving inspiration and new tastes in salad - innovation is key in delivering this and something we are addressing through PepperCress.

“Inspiring consumers to get more enjoyment out of their salads will undoubtedly increase the frequency of purchase, driving growth for the category and helping to unlock its full potential, which we believe sits at £1billion.”

The launch of PepperCress will be supported by a TV campaign, which will air in May. The campaign will be included as part of the brand’s ‘One Minute Wonder’ platform which shows how quick and easy it can be to create a tasty salad.

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