Florette has launched a new Sweet Crispy salad mix in time for the summer, which will be backed by a £3m ad campaign from now until the end of August.
The new line would complement Florette’s bestselling Classic Crispy product, but was milder, the bagged salad brand said. It includes red butterhead, lamb’s lettuce, apollo, and a red multi-leaf. Sweet Crispy is available in 135g and 85g bags, priced at £1.50 and £1 respectively.
The two SKUs feature in Florette’s new multichannel marketing push, which asks consumers to choose ‘What’s Your Flavourette?’
“It will see ‘Classic’ and ‘Sweet’ go head-to-head in a rap battle, with surprising personas used to represent each mix – a fierce little girl for Classic Crispy and a sweet yet strong man for Sweet Crispy,” Florette said.
The campaign also includes video on demand, paid social and digital display advertising, as well as PR and social media activity to inspire consumers with recipe ideas.
Consumer feedback had showed a demand for a milder version of the Crispy range, said Florette marketing director John Armstrong. “While it is still our top-selling product – and has been since it launched in the UK 30 years ago – we recognised a need to appeal to a wider and changing range of tastes, which we believe we have successfully achieved with the new Sweet Crispy mix.”
It maintained the versatility, colour and signature crispy texture of the Classic product, but with a sweeter flavour, he added.
The unveiling of Sweet Crispy follows the launch of Florette’s Superfood Vitality Mix earlier this year, in partnership with Diabetes UK.
It spearheaded “an exciting year of NPD” for the brand, said Armstrong, which will also see it expand its lunch bowls and beetroot offering.