Competition in the bagged salads sector is hotting up with the latest launch by Del Monte.
The branded fruit giant, which is challenging category champion Florette, said it aimed to revolutionise the market with the launch of sub brands Classic and Salad Creations.
Chris Tune, brand and
category marketing controller, said Classic featured three different varieties and was available in two formats - dual portion and single portion bags.
Salad Creation features bags of individual leaves which, Tune said, would allow consumers to create their own salads. “There is very low awareness of salad leaves in the UK, so this is both educational and helps add excitement to the category,” he said. Research had shown that, while there was huge awareness of Del Monte in fruit, consumers had no difficulty with the brand moving into an area like bagged salads, he added.