New baby leaf brand set to stir up bagged salad category

textured.jpgPDM Produce is aiming to invigorate the bagged salad category with the launch of Wok or Not, a new blend of baby leaves designed to be enjoyed as a salad or as stir fry ingredients. It is the first salad offering to present consumers with a clear message about using salad leaves in cooked dishes and is expected to spark the development of a new ‘quick-cook salad leaves’ sector within the category.

New Wok or Not is a mix of baby leaves grown and chosen for taste, texture and cookability.

The packs are presented in 165g pillow bags targeted at a four-person salad occasion or a two-person stir fry meal. Wok or Not ‘Textured & Mild’ are on shelves now with further innovative salad mixes in the pipeline to extend the Wok or Not offering. The recommended selling price is £1.99.

Philip Maddocks, managing director of PDM Produce comments: “Wok or Not is an exciting new brand for the bagged salads category and the first with a ‘can cook’ positioning.

“Bagged salad sales have slowed as the category has matured and we are proud to be entering the arena with such bold, branded innovation.

“Our extensive research has shown us that shoppers understand the concept instantly and that they are excited by the meal choices that Wok or Not will give them.”

As a grower of lettuce and baby leaf salads for 20 years supplying retail, foodservice and processor channels, PDM Produce is ideally placed to create a new salad brand. Wok or Not will be supported by an extensive consumer press advertising campaign, in-store promotions, on pack offers and public relations.

The company experimented with many varieties and blends of baby leaves before deciding on final combinations. PDM will grow and process all the leaves at its bases in Shropshire and mainland Europe and Maddocks believes that no other brand owner in the category can claim responsibility for growing the leaves.

Maddocks adds: “Our research suggests that many consumers discard bagged salad leaves unless they are in optimum condition. Wok or Not gives consumers the inspiration to turn these leaves into nutritious additions to meals and through this, address growing concerns about domestic food waste.”

PDM Produce
Email: info@wokornot.co.uk
www.wokornot.co.uk