Florette’s Superfood Salad set to top £2m in sales in first year of launch


As Florette’s Superfood Salad nears its first full year on the market, the salad specialist has announced the strong success of its popular variant, as it expects to exceed £2m worth of sales by June 2016.

The versatile 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. And, 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.

Elaine Smith, marketing controller at Florette comments: “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% 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. And, with sales exceeding £1.4m to date and 36% distribution, this is proof that that our NPD is right on target.”

Florette’s Superfood Salad is a nutritionally-dense mix of beetroot, wild rocket, spinach, baby kale, peppercress and baby chard. Appealing to consumers with an interest in making simple swaps in their diet to boost the nutritional content in their everyday meals, the variant boasts naturally high levels of vitamin A – which supports immune function – and folic acid which can help reduce tiredness and fatigue. Superfood Salad is also a natural source of vitamin K, helping to maintain normal muscle function, and calcium, contributing to healthy bones.

Florette Superfood Salad is available in Asda, Sainsbury’s, Waitrose, Tesco, Ocado and Morrisons at an RRP of £1.50.