Florette is extending its salad portfolio with a new sweet crispy mix to complement its classic crispy product.
Developed to respond to consumer demand for a milder version of its standard product, the new salad features a combination of leaves including: red butterhead, lambs lettuce, Apollo, and red multi-leaf.
Supported by a £3m spend and summer marketing campaign, the sweet crispy launch is taking place from this month with new TV adverts running until August.
The multi-channel ‘What’s Your Flavourette?’ activity also includes video on demand, paid social and digital display advertising, as well as PR and social media activity to inspire consumers with recipe ideas.
John Armstrong, marketing director for Florette, said: “Consumer feedback showed a demand for a milder version of our iconic crispy range. While it is still our top selling product – and has been since it launched in the UK 30 years ago - we recognised a need to appeal to a wider – and changing – range of tastes, which we believe we have successfully achieved with the new Sweet Crispy mix. It maintains the versatility, colour and signature crispy texture of the Classic product, with a sweeter flavour.
“Our new creative campaign – ‘What’s Your Flavourette?’ – is a fun way for consumers to assess whether they are ‘Team Classic Crispy’ or ‘Team Sweet Crispy’. Our category insight also shows that healthy eating will continue to be a major shopper trend this year, so we will be providing recipe ideas for both products to inspire a variety of eating occasions.”
Armstrong added: “As market leaders, Florette continues to inject excitement into the category. 2019 will see the launch of a number of innovative new products and exciting new meal bowls, designed to provide convenient and healthy solutions for consumers.”
Florette’s sweet crispy salad mix is available in 135g and 85g bags (rrp £1.50 and £1 respectively).