Fresh Express launches new line in fresh-cut category
Fresh Express launches new line in fresh-cut category
SALINAS, CA Fresh Express, based here, has introduced "Baby Blends," a first-ever line in the industry's fresh- cut category.
According to the company, the blends of lettuces and greens in the new baby segment are harvested when theyre at the peak of tenderness, color and nutrition and feature distinct flavors and contrasting textures.
A Fresh Express press release heralds the lines tender whole leaf salads featuring early-harvest versions of lettuces and greens, and its fresh new flavors, optimum nutrition and ready-to-eat convenience, and points to benefits to retailers in expanded sales and profits from a new collection of high-margin greens.
With Baby Blends, Fresh Express also introduces into the segment a sweet and tender baby version of a European specialty butter lettuce Salanova never before available in the United States.
Jennifer Whittle, Fresh Express vice president for innovations, said that her group at the company has been working on the line for about a year-and-a-half. She and Jeff Lemon, who is vice president of business management, said that the company has been working toward this new segment for about five years.
Baby salads are on trend, Ms. Whittle said, adding that surveys indicate consumers want the tender, sweet baby salads theyre finding in restaurants. Fresh Express Baby Blends will allow consumers opportunities to increase their usage of bagged salads, she said.
The new line of Baby Blends from Fresh Express includes:
" Sweet Baby Greens (five ounces): A mildly sweet blend of tender red and green baby lettuces including baby Romaine, leaf, oak, tango and baby butter Salanova.
" Baby Spicy Spinach (six ounces): Featuring baby spinach, arugula, red-vein spinach, tatsoi and mizuna.
" Baby Spinach: (six ounces/12-ounce family size): The most nutritious and versatile item in the line, can be used as a salad or added to sandwiches, soups and pasta.
" Baby Spring Mix: (five ounces/10-ounce family size): The gold standard of baby lettuce blends including baby Romaine, baby spinach, baby tango and young radicchio.
" Baby 50/50 Mix: (5.5 ounces): A 50-50 blend of baby spinach leaves and tender spring mix.
"?Baby Veggie Spring Mix: (seven ounces): Spring mix combined with garden fresh carrots, pea pods and small broccoli florets.
The Baby Blends line also debuts a Baby! Flavorful Blends button graphic that calls attention to the shelf, differentiates items within the unified line and at the same time distinguishes them as the latest entry from Fresh Express.
Both Ms. Whittle and Mr. Lemon said that the new category wouldnt cannibalize the companys total offerings, but instead offer more choices. While it hopes that the Baby Blends line will capture new consumers, the company anticipates that customers using Fresh Express products will welcome this one, they said.
Prior to the Baby Blends rollout, the bagged salad category had garden salads, blended salads and complete salads (with croutons, etc.). This is a fourth segment a new opportunity, Mr. Lemon said.
Mr. Lemon provided information that showed that in the past 26 weeks ending Sept. 25, total grocery sales including Wal-Mart showed a 9.1 percent growth rate vs. the same period a year ago for the total $3.3 billion category.
The Baby Blends line is in retail grocery stores now with a suggested retail price of $2.99 to $3.49. Acceptance [by retailers] has been broad, Mr. Lemon said.
In late June, Chiquita Brands International Inc. completed its acquisition of the Fresh Express unit of Performance Food Group. Ms. Whittle and Mr. Lemon said that the imminent rollout of the Baby Blends line was an element that made Fresh Express attractive to Chiquita.
According to the company, the blends of lettuces and greens in the new baby segment are harvested when theyre at the peak of tenderness, color and nutrition and feature distinct flavors and contrasting textures.
A Fresh Express press release heralds the lines tender whole leaf salads featuring early-harvest versions of lettuces and greens, and its fresh new flavors, optimum nutrition and ready-to-eat convenience, and points to benefits to retailers in expanded sales and profits from a new collection of high-margin greens.
With Baby Blends, Fresh Express also introduces into the segment a sweet and tender baby version of a European specialty butter lettuce Salanova never before available in the United States.
Jennifer Whittle, Fresh Express vice president for innovations, said that her group at the company has been working on the line for about a year-and-a-half. She and Jeff Lemon, who is vice president of business management, said that the company has been working toward this new segment for about five years.
Baby salads are on trend, Ms. Whittle said, adding that surveys indicate consumers want the tender, sweet baby salads theyre finding in restaurants. Fresh Express Baby Blends will allow consumers opportunities to increase their usage of bagged salads, she said.
The new line of Baby Blends from Fresh Express includes:
" Sweet Baby Greens (five ounces): A mildly sweet blend of tender red and green baby lettuces including baby Romaine, leaf, oak, tango and baby butter Salanova.
" Baby Spicy Spinach (six ounces): Featuring baby spinach, arugula, red-vein spinach, tatsoi and mizuna.
" Baby Spinach: (six ounces/12-ounce family size): The most nutritious and versatile item in the line, can be used as a salad or added to sandwiches, soups and pasta.
" Baby Spring Mix: (five ounces/10-ounce family size): The gold standard of baby lettuce blends including baby Romaine, baby spinach, baby tango and young radicchio.
" Baby 50/50 Mix: (5.5 ounces): A 50-50 blend of baby spinach leaves and tender spring mix.
"?Baby Veggie Spring Mix: (seven ounces): Spring mix combined with garden fresh carrots, pea pods and small broccoli florets.
The Baby Blends line also debuts a Baby! Flavorful Blends button graphic that calls attention to the shelf, differentiates items within the unified line and at the same time distinguishes them as the latest entry from Fresh Express.
Both Ms. Whittle and Mr. Lemon said that the new category wouldnt cannibalize the companys total offerings, but instead offer more choices. While it hopes that the Baby Blends line will capture new consumers, the company anticipates that customers using Fresh Express products will welcome this one, they said.
Prior to the Baby Blends rollout, the bagged salad category had garden salads, blended salads and complete salads (with croutons, etc.). This is a fourth segment a new opportunity, Mr. Lemon said.
Mr. Lemon provided information that showed that in the past 26 weeks ending Sept. 25, total grocery sales including Wal-Mart showed a 9.1 percent growth rate vs. the same period a year ago for the total $3.3 billion category.
The Baby Blends line is in retail grocery stores now with a suggested retail price of $2.99 to $3.49. Acceptance [by retailers] has been broad, Mr. Lemon said.
In late June, Chiquita Brands International Inc. completed its acquisition of the Fresh Express unit of Performance Food Group. Ms. Whittle and Mr. Lemon said that the imminent rollout of the Baby Blends line was an element that made Fresh Express attractive to Chiquita.
