Leading bagged salad company Florette is branching into fresh territory with a new convenient vegetables concept.
Heavenly Veg contains a mix of pre-prepared vegetables in a plastic ‘steam pot’ with a separate compartment for a sauce sachet.
The vegetables are cooked by placing the steam pot over simmering water for seven to eight minutes, while the sauce sachet is warmed on top of the pot for the final minute.
The Heavenly Veg range comes in four varieties: Broccoli, red onion, mange tout & French Beans with Thai green curry sauce; broccoli, mange tout, spring onion & tatsoi with honey & ginger dressing; leek, courgette, cherry tomatoes, red
onions & spring onions with a goats cheese sauce; and leek, courgette & sugar snap peas with a tomato coulis.
Claire Jenkins, Florette’s marketing manager, said it represented an exciting diversification for the company but still built on its core business. “Everyone will be talking about Heavenly Veg. It is unique, brilliantly conceived and perfectly timed for the market. Our special steamer pot is another first for Florette, meeting consumers’ needs for the benefits of steaming - flavour and nutrition - without any of the hassle associated with using traditional steamers.”
The newcomer will be launched at the end of January 2005 and packs, ranging from 300g to 390g, will retail at £2.79.
Jenkins said the convenient vegetable packs were designed to be merchandised in the prepared vegetables category rather than with ready meal solutions.
The launch will be supported by a marketing budget of at least £500,000, said Jenkins, on top of a multi-million pound support package for the generic Florette brand.
Sean McAllister