Florette has announced a brand redesign across its entire range and the launch of its Asian-inspired salad.
The brand refresh is backed by a major marketing investment to inspire “shoppers to incorporate salad into more mealtimes”.
It is centred on a new brand mission: Crafted by Nature, Perfected by Florette, which Florette said took it back to its roots.
The redesign has a clean, modernised logo and salad inspiration imagery. It also uses “bold colourways and contemporary typography” which the brand said would “clearly communicate premium quality, aid shelf navigation, and appeal directly to busy, modern shoppers”.
“Younger consumers are demanding bolder, highly convenient, and trend-led meal solutions which are generally lacking in our category,” said Polly Davies, head of category and marketing at Florette. “Our major brand refresh is strategically designed to answer that call and bring genuine excitement back to the fixture.
“As the brand leader we need to create a meaningful difference to stand out, disrupt and delight.”
Florette has also launched Florette Asian Style Salad (rsp: £1.75) which combines apollo lettuce, ruby chard, mizuna and radish. It also includes a tonkatsu-style dressing, and a crispy seaweed-inspired sprinkle.
Florette aims to tap into demand for globally influenced flavours with this launch and provide retailers with “premium, highly convenient products that promise to trade shoppers up and disrupt the salad category”.
It will roll out from 4 May into Asda, Sainsbury’s Nisa and Booth stores.
“Spearheaded by our new Asian-inspired SKU and our ‘Crafted by Nature, Perfected by Florette’ mission, we are disrupting the shopper journey with first-to-market flavour profiles and high-impact meal inspiration,” added Davies. “We are giving the category a much-needed jolt of energy, equipping our retail partners with the ultimate tool to drive footfall and recruit new shoppers.”
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