They might like the idea of eating healthily, but today’s shoppers seek out products with minimal preparation
People want high-quality food, but they don’t have the time, or the inclination, to cook it from scratch. They also want their convenient food products to be fresh, and this is big news for the fruit and veg aisle, and something the supermarkets are fast waking up to.
Sainsbury’s category manager for veg, Tony Sullivan, says: “Our customers are saying, ‘We know produce is healthy, but how do I eat more?’ Fresh produce is an area in which consumers are looking for innovation and will respond to it.”
Sainsbury, like other retailers, now has a significant amount of shelf space given over to pre-washed and sliced fruit and veg. There are packaging developments, too, with a growing number of products sold ready to be popped in the microwave and cooked in a matter of minutes. At the forefront of innovation is Florette, the UK arm of French produce supplier Soleco. Florette has the honour of being a rare thing: a strong brand in a category almost devoid of brands. It is a household name for its prepared salads, and has recently diversified with the launch of Heavenly Veg - a range of pre-prepared veg combinations, packed with an accompanying sauce sachet and sold in a transparent pot designed for steaming in a saucepan of boiling water.
Florette MD Mark Newton insists Heavenly Veg is distinct from anything else on offer. “Heavenly Veg has a texture and taste that is quite different due to the steaming method, which taps into the moisture in the produce.”
The take-up by the multiples has been enthusiastic, adds Newton.
People want high-quality food, but they don’t have the time, or the inclination, to cook it from scratch. They also want their convenient food products to be fresh, and this is big news for the fruit and veg aisle, and something the supermarkets are fast waking up to.
Sainsbury’s category manager for veg, Tony Sullivan, says: “Our customers are saying, ‘We know produce is healthy, but how do I eat more?’ Fresh produce is an area in which consumers are looking for innovation and will respond to it.”
Sainsbury, like other retailers, now has a significant amount of shelf space given over to pre-washed and sliced fruit and veg. There are packaging developments, too, with a growing number of products sold ready to be popped in the microwave and cooked in a matter of minutes. At the forefront of innovation is Florette, the UK arm of French produce supplier Soleco. Florette has the honour of being a rare thing: a strong brand in a category almost devoid of brands. It is a household name for its prepared salads, and has recently diversified with the launch of Heavenly Veg - a range of pre-prepared veg combinations, packed with an accompanying sauce sachet and sold in a transparent pot designed for steaming in a saucepan of boiling water.
Florette MD Mark Newton insists Heavenly Veg is distinct from anything else on offer. “Heavenly Veg has a texture and taste that is quite different due to the steaming method, which taps into the moisture in the produce.”
The take-up by the multiples has been enthusiastic, adds Newton.
No comments yet