Florette’s new resealable beetroot pouch

Bagged salad giant Florette has moved to capitalise on the popularity of beetroot with the launch of a resealable beetroot pouch.

The ready-to-eat fridge pack containing 330g of freshly peeled and steamed beetroot (rsp: £1) went on sale in Sainsbury’s last week.

The launch marked the first in a range of beetroot products by Florette following its acquisition of betroot producer Axgro Foods last year.

“Our research indicated a big turn off for consumers is the mess and the hassle associated with [beetroot’s] packaging,” said brand manager Elsa Deshiere.

“We set about creating a solution that would provide a more convenient format.

Florette’s acquisition of Axgro Foods and expansion into the beetroot market is part of our ongoing strategy to diversify our product range through innovation, ensuring that consumers remain engaged with the prepared salad category.”

It follows an 11% decline in Florette’s value sales from £51.5m to £45.9m during the 12 months to December 2016 according to the supplier’s accounts. The report showed gross profit also taking a hit, falling to £16.6m, its lowest level since 2003. Operating profit fell from £2.9m to £2.6. However, Florette declined to comment any further on the figures.

Earlier this year, Florette launched a £2.5 million marketing campaign as it launched new products in various sectors. In March it moved into the smoothie arena before going on to launch a coleslaw duo and acquire the Wigan site of MyFresh Prepared Produce from the William Jackson Food Group.