Courtesy Dole Fresh VegetablesBaby kale and greens is one of three products in Dole's new Power Up Greens salad line.Dole Fresh Vegetables has six new packaged salad products all with a trendy common denominator — kale.
The Monterey, Calif.-based company launched the salads April 3 and plans aggressive marketing campaigns with an emphasis on social media, according to a news release.
“As the popularity for kale and other super greens continues to grow, so does the need for tastier ways to enjoy these nutritious greens,” senior brand manager Markus Eriksson said in the release.
Two of the new products are additions to Dole’s chopped salad kit line that was introduced in 2013. The Sunflower Crunch Salad Kit and the Sesame Asian Salad Kit join the lineup with a suggested retail price of $3.99 each.
An addition to Dole’s Caesar line is the Kale Caesar Salad Kit, also with a suggested price of $3.99.
The other three new salads mark Dole’s launch of a new line, the Power Up Greens Salad Blends, according to the news release. The Power Up line products are packaged in 4.5-ounce clamshells with resealable lids. Price points for the three PowerUp salads range from $2.49 to $3.29, according to the release.
Initially the Power Up line consists of: baby kale; baby kale and greens; and spring mix and greens. As demand grows, Dole plans to expand the PowerUp line with other mixes, according to the release.
To help retailers promote the new salad products, Dole is offering coupons and shopper marketing programs. Product sampling with food media, including culinary and fitness bloggers, registered dietitians and chefs are also planned, according to the release.