Leading salad brand, Florette, is launching an innovative new product this summer as part of its ‘Naturally Tasty’ range to take a first step into the prepared vegetables category with a microwaveable Green Beans pouch.
Developed to offer consumers even greater convenience plus great taste, Florette Green Beans help to save time and offer a hassle-free approach to cooking and preparing the vegetables – which has proven a barrier to purchase for some consumers. The Green Beans are pre-washed and trimmed in the UK prior to being packaged, requiring just three minutes in the microwave before being ready to eat, with a garlic and herb butter for added flavour. The innovative packaging contains a steam-valve on the front of the pack to ensure perfectly cooked beans every time.
John Armstrong, Marketing Director at Florette, commented: “This is a completely new and innovative product that we’ve developed. As a brand our bagged salads will continue to be our main focus, but we are also looking at ways we can make incremental gains, and the prepared vegetable category is one such area we’ve identified where there is strong consumer demand that we can utilise our expert network to meet.”
John continues: “At Florette, we recognise the growing sentiment from consumers towards convenience when cooking and preparing meals, while still remaining healthy and nutritious. In recent research, 65% of pre-families and young families showed a high purchase intent for a convenient green bean product. Respondents also stated they preferred to buy, and preferred the taste of fresh vegetables, but simply don’t have the time to spend prepping them. As a leader in innovation, Florette has developed Green Beans as a quick and easy solution to overcoming these barriers – removing the need to prep and making meal times easier.”
The Green Beans offer a unique way to enjoy vegetables. Whether as a meal accompaniment to inject some colour and taste, served with your Sunday lunch or alongside fish; they provide great quality and freshness and are suited to a variety of uses.
Florette has combined its expertise with cultivation specialists Van Oers United, one of its sister companies within the wider Agrial network. It is this total market coverage along with Florette’s ability to draw on the category assurance and scale of Van Oers, that has paved the way for Florette’s expansion into prepared vegetables, and bringing with it, quality and freshness to the UK market.
The launch of the ‘Naturally Taste’ range builds on the success of Florette Beetroot. This was Florette’s first venture out of the bagged salad category, and to date has been responsible for bringing in 1.1m new shoppers to the Florette brand, with over £2.6m sold last year.
This year has already been a hugely successful NPD year for Florette, having launched its new Sweet Crispy salad mix earlier in the year to complement its iconic ‘Classic Crispy’ product. Developed to respond to consumer demand for a milder, sweeter salad, the Sweet Crispy Mix includes a delicious combination of leaves – red butterhead, lambs lettuce, Apollo, and red multi-leaf.
Florette Naturally Tasty Green Beans is available in Blakemore stores, RRP £1.99 for a 170g pouch.
 One MS Project New Sept 2018 / Dunnhumby Five Families