Florette introduces more choice to fresh salads
With the introduction of two new salad bowls, Florette Spicy Salad and Florette Caesar Salad, the UK’s prepared salad brand is giving consumers more options in the £634 million fresh salad market.
Florette Spicy Salad (200g; RRP £2.50) includes a selection of crisp, mixed leaves, peppers and tomatoes, with a Peri-Peri dressing for a spicy kick and chilli sprinkles for added texture. It will be available from 5th May 2025 in Asda, Nisa, Booths and Iceland.
Florette Caesar Salad (165g; RRP £2.50) features Crisp Romaine lettuce with a tangy Caesar dressing, crunchy black pepper croutons and Parmesan Cheese shavings, and will roll out from mid-June in Iceland, Booths, Nisa, SPAR, Londis and Budgens.
“The two products are very different, will have major on-shelf presence and we’re confident will broaden the appeal of market-leading Florette,” says Martin Purdy, commercial and marketing director at Florette.
“Florette Spicy Salad comes with a bit of Peri Peri attitude, meeting the growing appetite amongst UK consumers for spicy food, and offers a real point of difference in a category which is seen by some as a bland sea of green. It’s really versatile and can be enjoyed as a stand-alone lunch, a tasty side dish or used to add more spice to protein dishes.
“Florette Caesar Salad brings back a great tasting and indulgent favourite which has had a recent resurgence in popularity and is a versatile, tasty accompaniment to a wide range of everyday meals and snacks.”
With over 3.5m shoppers choosing Florette each year (source: Nielsen Discover Total Market Prepared Salad Value and Unit Sales 52 w/e 03.11.24), the brand is outperforming the £634m prepared salads market, with value sales up 26% and volume sales up 34% (source: Nielsen Discover Total Market Florette Crispy Value Sales 52 w/e 03.11.24), strengthened by increased distribution across the trade.
Demand for Florette’s range will be boosted by sustained marketing investment throughout 2025, including this year’s high profile sponsorship of the UK’s No.1 dedicated food TV channel, the Food Network which runs during the key summer period, May to August. The brand will also benefit from a partnership with both Goodfood and olive magazines to extend brand engagement and reach even further.
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