Bagged salad brand Florette has moved into organics for the first time.
Two new lines - spinach, watercress and rocket, and baby leaf - have been launched to tap into the premium sector, initially into Asda.
"With 83% of all consumers saying they have now purchased organic and with the organic category as a whole set to grow 20%, there is real growth potential in this segment," said MD Mark Newton. "Given this opportunity and our reputation for expertise in quality and freshness, it was very much a natural step to move into organic."
A new Premium Blend range, initially featuring baby watercress and multileaves, has also been launched.
Premium Blend was backed by a "bolder" pack design with enlarged window cut-out that would make it striking and attractive to more affluent and experimental consumers, said Florette, which is in discussions with retailers over listings.