Branded salad company Florette may be branching out within the fresh produce sector.
Mark Newton, commercial director, hinted that the company, owned by French giant Soleco, might be about to make a move into a new sector outside its salad heartland.
“We’re looking at new areas, not necessarily in salads, but building on the strengths of the Florette name.
“But we’re not necessarily going into beefburgers.”
The company was also planning on introducing new lines to its salad range, including bowls and mini-bags.
He said the moves were not a kneejerk reaction to the arrival
in pre-prepared salads of branded competitors such as Del Monte and Heinz. However, he said he expected more companies to follow in their wake. “There are few areas growing in double digits and most manufacturers worth their salt would be interested in that.”
Florette is also about to launch a new marketing campaign, building on the success of its ‘Never Forgette’ message. The advertising will be supported with a £3m spend, said Newton.
Meanwhile, the company was celebrating after scooping a top award. Multiple retail group Budgens has named the company Salad Suppliers of the Year for its work in developing the fresh produce sector.
Steve Normington, Budgens’ senior buyer for fresh food, said: “Florette has won this award for all the work it has been doing with us to encourage salad sales at Budgens.
“They have a fantastic range of convenient prepared salads that are selling really well.”
Ed Bedington