The UK’s number 1 salad brand, Florette, is targeting incremental category growth with a vibrant brand redesign across the full Florette range, incorporating NPD. NEW Asian-inspired salad will mark the first product rollout in its biggest brand refresh to date.
Backed by a major marketing investment, the comprehensive refresh has a clear objective of inspiring shoppers to incorporate salad into more mealtimes. It is centered on a bold new brand mission: “Crafted by Nature, Perfected by Florette.”
This new positioning takes Florette back to its roots, underpinning commitment to proactive health, mealtime inspiration, and ESG-focused storytelling around farming, community and planet.
The new Florette Asian style salad is designed to immediately deliver on this promise, tapping into the soaring shopper demand for bold, globally-influenced flavours (a gap in the fresh produce aisle). Aimed at driving value and attracting younger, trend-led consumers, the ready-to-eat kit offers a complete, zero-prep meal solution.
The format perfectly balances fresh leaves – Apollo lettuce, ruby chard, mizuna, and radish – with value-add components, including a rich tonkatsu-style dressing and a crispy seaweed inspired sprinkle.
By capitalising on trending Japanese tonkatsu flavours, the launch provides retailers with a premium, highly convenient product that promises to trade shoppers up and disrupt the salad category.
The comprehensive overhaul introduces a clean, modernised logo and salad inspiration usage imagery, designed for maximise standout at fixture. Utilising bold colourways and contemporary typography, the new-look packs are designed to clearly communicate premium quality, aid shelf navigation, and appeal directly to busy, modern shoppers.
Polly Davies, head of category and marketing at Florette, explains: “It is time to shake up the fresh produce aisle and move the prepared salad category on from functional and predictable to inspiring. Younger consumers are demanding bolder, highly convenient, and trend-led meal solutions which are generally lacking in our category.
“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. We are excited for the next stage of our brand journey.
“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. 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.
“This is about showing up with a strong sense of purpose to drive significant incrementality.”
To drive consumer awareness and footfall in-store, the brand refresh and NPD launch will be supported by a highly targeted, multi-channel marketing campaign. Designed specifically to reach the under 35-year-old demographic, the strategy spans high-impact digital content, social-first influencer activations, PR, and robust shopper marketing.
This investment ensures Florette remains front-of-mind, is the signpost for the category and delivers strong sales momentum for retailers throughout the summer season.
Launching from 4th May, the Florette Asian Inspired Salad will be available in Asda, Sainsbury’s, Nisa and Booths stores nationwide RSP £1.75.
