Earthbound Farm launches salad line

07/28/2011 02:14:00 PM
Andy Nelson

Courtesy Earthbound FarmA new line of organic salads from Earthbound Farm aims to provide meal alternatives that contain plant-based proteins.

The Power Meal line began rolling out the week of July 25 and features three salads, said Samantha Cabaluna, director of communications for San Juan Batista, Calif.-based Earthbound: Blueberry Quinoa Protein Balance, Cranberry Wheat Protein Boost and Tomatillo Black Bean Protein Energy.

Nationwide distribution should be up to full speed by mid-August, Cabaluna said. The salads are expected to retail in the $4.99-5.99 range.

“We did a pilot, and 82% of the comments we got back were astoundingly positive,” Cabaluna said. “We’re very excited.”

In designing the line, Earthbound set out to add enough plant-based protein to the salads that people would think of them as a meal, most likely lunch, Cabaluna said. Beans and whole grains were the protein sources the company settled on.

Blueberry Quinoa Protein Balance features baby spinach, quinoa (a seed-like grain), sunflower kernels, dried blueberries and balsamic vinaigrette dressing.

Cranberry Wheat Protein Boost contains mixed baby greens, whole grain bulgur wheat, wheat berries, garbanzo beans, dried cranberries and red wine vinaigrette dressing.

Tomatillo Black Bean Protein Energy has baby lettuces, black bean and corn salad, stone ground corn strips, sunflower kernels and tomatillo vinaigrette dressing.

All salads have between 5 and 9 grams of protein.

In September, Earthbound will launch a social media marketing campaign to promote the salads, Cabaluna said. The centerpiece of the campaign will be a social game played on Facebook, called “PowerUp Penelope.” E-mails, a digital ad campaign and Facebook and Twitter updates will steer consumers to the game.

Winners of the game earn coupons for Power Meal salads and other prizes.



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