Mann Packing Co. introduces 'Simply Singles'
Mann Packing Co. introduces 'Simply Singles'
Salinas, CA-based Mann Packing Co. has introduced its highly successful "Simply Singles" whole-leaf lettuce items to the retail supermarket channel.
"Simply Singles" are washed and ready-to-use single lettuce leaves available in three popular varieties: Romaine hearts, red leaf and green leaf lettuce. Mann introduced the items to the foodservice industry in 2000, and they were met with overwhelming success.
"Simply Singles were so well received by the foodservice industry, we've spent the past years working on keeping acreage and production capacity up with that demand," Lorri Koster, vice president of marketing, said in a press release. "Due to recent facility enhancements, we can not only accommodate continued growth on the foodservice side of the business, but also feel poised to launch through retail."
"Simply Singles" are a product of Mann Packing's affiliate, Fresh Leaf Farms. Fresh Leaf operates a state-of-the-art facility surrounded by 3,500 acres of leafy greens. The location, coupled with a patented cutting process, is key to Mann's success with these items.
"We have one of the most competitive cut-to-cool times in the industry when it comes to whole-leaf products," Ms. Koster said in the release. "The key to a quality whole-leaf single is in the cut. That is what gives you shelf life, and the cleaner, the sharper the cut, the less pinking you'll see on the end of the leaf."
In preparation for a retail launch, Mann conducted focus groups and more than 500 in-store intercepts to gauge consumers' reaction to the product concept and packaging.
"It was apparent from the start that consumers want to see the product, so we went with a clamshell and a clear label which provides a 360-degree view," Ms. Koster said in the release. "The fact these products are used by chefs also resonated with consumers. The back label copy encourages consumers to cook like the pros and lets them in on a 'trick of the trade,' so to speak."
She added, "We also know that pinking on the ends of the leaves, while kept to a minimum, is expected and normal. Instead of trying to hide it, the label educates consumers to do what the chefs do and simply 'pinch, remove and use.' "
Further research and development led to Mann's decision to use a tamper- evident strip vs. a shrink band around the lid.
"Consumers told us they get frustrated when trying to remove the plastic shrink bands, and they can sometimes tear or come off in areas during transport, leaving a less-than-polished look on the shelf," Ms. Koster said in the release. "This tamper-evident strip is next-generation packaging."
Mann also looked at the effect the new products will have on the environment and concluded that they are superior to bulk lettuce.
"With Simply Singles, we are shipping a 100 percent edible product in a recyclable clamshell and recyclable, non-wax carton," according to Ms. Koster. "There is no raw product waste. The tougher outer leaves of the plant are removed in the field and disked back into the soil, providing nutrients for sustainability. The tougher, sometimes broken leaves are not shipped to retail outlets only to be trimmed down in the backroom and discarded at store level."
Store-level benefits extend beyond disposal costs. Labor costs will be lower because the leafy greens require no cutting and re-crisping in the backroom. Additionally, the items require no misting, lowering maintenance, water and energy costs.
The items also lower the cost of cleaning and sanitizing supplies, lower the chance of worker's compensation claims and save training costs since they are easier to merchandise. The items also contain a unique barcode ensuring more accurate sales tracking.
"Our consumer research indicates that consumers are looking for cleaner, safer products that provide tamper evidence," Ms. Koster said in the release. "They indicate they would use more of the leafy green items more frequently due to ease, which will grow category sales. We have more space on the package to communicate benefits and usage ideas, two things consumers are craving. Produce managers will also have more time to interact with their customers on the store floor since it requires less work in the backroom to get the items on shelf. Consumers are also looking for more interaction between themselves and the produce manager."
Ms. Koster concluded, "A great deal of loyalty for the 'Simply Singles' brand has developed over the years among foodservice distributors and operators. No doubt we will continue to grow the foodservice segment, but we are also excited about offering this proven brand and product concept to the retail channel."
The "Simply Singles" whole-leaf lettuce products are grown according to the California Leafy Greens Marketing Agreement.
"Simply Singles" are washed and ready-to-use single lettuce leaves available in three popular varieties: Romaine hearts, red leaf and green leaf lettuce. Mann introduced the items to the foodservice industry in 2000, and they were met with overwhelming success.
"Simply Singles were so well received by the foodservice industry, we've spent the past years working on keeping acreage and production capacity up with that demand," Lorri Koster, vice president of marketing, said in a press release. "Due to recent facility enhancements, we can not only accommodate continued growth on the foodservice side of the business, but also feel poised to launch through retail."
"Simply Singles" are a product of Mann Packing's affiliate, Fresh Leaf Farms. Fresh Leaf operates a state-of-the-art facility surrounded by 3,500 acres of leafy greens. The location, coupled with a patented cutting process, is key to Mann's success with these items.
"We have one of the most competitive cut-to-cool times in the industry when it comes to whole-leaf products," Ms. Koster said in the release. "The key to a quality whole-leaf single is in the cut. That is what gives you shelf life, and the cleaner, the sharper the cut, the less pinking you'll see on the end of the leaf."
In preparation for a retail launch, Mann conducted focus groups and more than 500 in-store intercepts to gauge consumers' reaction to the product concept and packaging.
"It was apparent from the start that consumers want to see the product, so we went with a clamshell and a clear label which provides a 360-degree view," Ms. Koster said in the release. "The fact these products are used by chefs also resonated with consumers. The back label copy encourages consumers to cook like the pros and lets them in on a 'trick of the trade,' so to speak."
She added, "We also know that pinking on the ends of the leaves, while kept to a minimum, is expected and normal. Instead of trying to hide it, the label educates consumers to do what the chefs do and simply 'pinch, remove and use.' "
Further research and development led to Mann's decision to use a tamper- evident strip vs. a shrink band around the lid.
"Consumers told us they get frustrated when trying to remove the plastic shrink bands, and they can sometimes tear or come off in areas during transport, leaving a less-than-polished look on the shelf," Ms. Koster said in the release. "This tamper-evident strip is next-generation packaging."
Mann also looked at the effect the new products will have on the environment and concluded that they are superior to bulk lettuce.
"With Simply Singles, we are shipping a 100 percent edible product in a recyclable clamshell and recyclable, non-wax carton," according to Ms. Koster. "There is no raw product waste. The tougher outer leaves of the plant are removed in the field and disked back into the soil, providing nutrients for sustainability. The tougher, sometimes broken leaves are not shipped to retail outlets only to be trimmed down in the backroom and discarded at store level."
Store-level benefits extend beyond disposal costs. Labor costs will be lower because the leafy greens require no cutting and re-crisping in the backroom. Additionally, the items require no misting, lowering maintenance, water and energy costs.
The items also lower the cost of cleaning and sanitizing supplies, lower the chance of worker's compensation claims and save training costs since they are easier to merchandise. The items also contain a unique barcode ensuring more accurate sales tracking.
"Our consumer research indicates that consumers are looking for cleaner, safer products that provide tamper evidence," Ms. Koster said in the release. "They indicate they would use more of the leafy green items more frequently due to ease, which will grow category sales. We have more space on the package to communicate benefits and usage ideas, two things consumers are craving. Produce managers will also have more time to interact with their customers on the store floor since it requires less work in the backroom to get the items on shelf. Consumers are also looking for more interaction between themselves and the produce manager."
Ms. Koster concluded, "A great deal of loyalty for the 'Simply Singles' brand has developed over the years among foodservice distributors and operators. No doubt we will continue to grow the foodservice segment, but we are also excited about offering this proven brand and product concept to the retail channel."
The "Simply Singles" whole-leaf lettuce products are grown according to the California Leafy Greens Marketing Agreement.
