Fresh and Naked is a four-strong range of boxed baby leaf salads. The range includes wild rocket, strong mixed salad leaf, sweet mixed salad leaf, and lambs lettuce variants.
It would help carve out a new identity for salads that have not been washed in chlorine or gas-flushed, said Dan Cross, account manager at G's. The design of the brand and use of a box would ensure the product stood out among the plethora of washed bagged salads, he added. The range will be sold exclusively in Tesco, initially going into 250 stores on Monday (rsp: 80p for 60g box). The wild rocket and lambs lettuce will replace existing own-label versions.
G's estimates the unwashed bagged salad market to be worth £8m, which it plans to drive to £14m.