Reaping the fruit of its labours

Florette already has a host of other fruit types and pack options in development for launch later in the year and through 2010

Florette, the fresh salad specialist, has followed a natural progression and expanded its business into prepacked fresh fruit

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Brand Central

Fresh produce specialist Florette has announced it plans to leverage its success as the number one salad brand and enter a new field, with the launch of a new range of pre-packed fresh fruit that will inject growth into the prepared fruit category.

The year has already been a significant one for Florette, having acquired fellow prepared salads producer Salads To Go in the Spring, and managing director Mark Newton explains that this next move by the brand is very much a natural progression:
“Consumers trust the Florette brand because they know it delivers superior quality, natural taste and longer lasting freshness, which are vital requirements for prepared salad and fruit alike. As we are already well aware thanks to our heritage in prepared salads, convenience is a key consumer driver and this is especially the case when it comes to fresh fruit because it is more often than not consumed as a snack. With so many natural synergies across salads and fruit, we felt there was a strong opportunity to leverage the Florette brand to inject growth into the prepared fruit category.”

Available in three different pack formats to meet snacking, on-the-go and family sharing needs; Florette Fresh Pineapple, Melon Medley and Fruit Medley will be available in a 170g snack pot with fork (RRP €1.99) and a 350g family sharing pack (RRP €3.49), and the range will also include an apple and grape 80g snack pack (RRP 99c).

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