Fresh Express to launch salad; ‘Swap’ rolls on - The Packer

Fresh Express to launch salad; ‘Swap’ rolls on

07/18/2014 05:12:00 PM
Mike Hornick

Courtesy Chiquita Brands InternationalFresh Express plans to launch a Shredded Broccoli & Cauliflower salad in late August.Fresh Express plans to launch a Shredded Broccoli and Cauliflower salad Aug. 21.

The product will include a shredded broccoli, cauliflower, carrots and chopped red cabbage with a red butter lettuce and spinach base.

Including broccoli and cauliflower eliminates consumers’ need to purchase and prepare them separately, said Abbye Lakin, corporate communications specialist for parent company Chiquita Brands International Inc., Charlotte, N.C.

Availability will be nationwide.

The product launch is a response to the popularity of broccoli and cauliflower in restaurants and at retail this year as new ways to incorporate them in meals spread, according to Fresh Express. Besides flavor, the company is touting nutritional benefits like fiber and antioxidant vitamin C.

Fresh Express will continue its 30-Day Salad Swap marketing initiative through the end of the year, Lakin said.

Begun in January on the heels of the New Year holiday, it entices consumers to recreate the flavor profiles of higher calorie foods like pizza in lower calorie salads.

The downloadable Salad Swap app can track meals, calories, activities and purchases for rewards. Coupons are earned for every two Fresh Express bag codes entered–up to 14 bags in 30 days. Consumers can earn $50 in coupons if 15 salad bag codes are entered within 30 days. A variety of Fresh Express products qualify.

In June, Shape Magazine featured Fresh Express’ Juicing Greens, launched in the spring, as one of six “clever” products that make eating vegetables easier. Juicing Greens consists of baby kale and baby spinach and is designed for the estimated 26% of consumers who make smoothies.

In May, Fresh Express products in the Gourmet Café Creative Classics line were among the recipients of the National Restaurant Association’s Food and Beverage Innovations awards showcased at its trade show in Chicago.

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