Scottish supplier Angus Soft Fruits has launched a Good Natured Salad range, to meet growing demand for affordable pesticide-free produce.
The range, which is grown at sites across England and Wales and will sit alongside ASF's existing Good Natured Fruit range, was launched into Asda stores last weekend.
Priced about 20% above conventional produce, the range includes loose, vine and baby plum tomatoes, as well as peppers and cucumbers, and will join the Good Natured Fruit range of strawberries, raspberries and blueberries.
Produce under the Good Natured brand is grown using biological pest control, which negates the need to spray pesticides.
It would meet consumer demand for a pesticide-free, cost-effective alternative to organic food, said ASF, which is working in partnership with fresh produce grower and marketer Stubbins to supply the range.
The range would also help drive incremental growth in the salads market, currently worth £1.4bn and growing at 7.9% [TNS 52w/e 19 April 09], said ASF managing director Lochy Porter.
"Consumers are looking for healthy food options at a reasonable price and the Good Natured brand is best placed to satisfy both of these requirements," he added. The range allowed consumers who were health and money-conscious to fulfil both objectives, said Asda salad buyer, Andy Wareham.
"While organic ranges can be pricey, Good Natured Salad brings you a more affordable alternative," he said.
"These salads are delicious and nutritious, with no extra nasties, or extra costs."
Asda claimed that sales of Good Natured Fruit had outstripped sales of leading organic lines five-fold after it had rolled the range out to all its stores.
Angus Soft Fruits was now looking to develop further products under the Good Natured brand as it found the right partners, according to technical director at ASF, Dave Grifiths.
The range, which is grown at sites across England and Wales and will sit alongside ASF's existing Good Natured Fruit range, was launched into Asda stores last weekend.
Priced about 20% above conventional produce, the range includes loose, vine and baby plum tomatoes, as well as peppers and cucumbers, and will join the Good Natured Fruit range of strawberries, raspberries and blueberries.
Produce under the Good Natured brand is grown using biological pest control, which negates the need to spray pesticides.
It would meet consumer demand for a pesticide-free, cost-effective alternative to organic food, said ASF, which is working in partnership with fresh produce grower and marketer Stubbins to supply the range.
The range would also help drive incremental growth in the salads market, currently worth £1.4bn and growing at 7.9% [TNS 52w/e 19 April 09], said ASF managing director Lochy Porter.
"Consumers are looking for healthy food options at a reasonable price and the Good Natured brand is best placed to satisfy both of these requirements," he added. The range allowed consumers who were health and money-conscious to fulfil both objectives, said Asda salad buyer, Andy Wareham.
"While organic ranges can be pricey, Good Natured Salad brings you a more affordable alternative," he said.
"These salads are delicious and nutritious, with no extra nasties, or extra costs."
Asda claimed that sales of Good Natured Fruit had outstripped sales of leading organic lines five-fold after it had rolled the range out to all its stores.
Angus Soft Fruits was now looking to develop further products under the Good Natured brand as it found the right partners, according to technical director at ASF, Dave Grifiths.
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