Monterey, Calif.-based Dole Fresh Vegetables Inc. has introduced Butter Bliss, the company’s latest entry in the fresh salad category.

Dole launches Butter Bliss salad blend

Courtesy Dole

Butter Bliss is a combination of butter and red leaf lettuces, according to a news release.

“In direct response to increasing demand for butter lettuce, we created Dole’s new Butter Bliss blend with the mild, butter taste that salad enthusiasts crave,” Chris Mayhew, director of marketing, said in the release. “Like all Dole salad varieties, we’ve included a blend-specific salad dressing recipe and ‘pairs wells with’ suggestions right on the package.”

The new salad mix was scheduled to reach U.S. retailers by mid-September. The launch will be supported by an in-store merchandising, digital advertising and public outreach campaign, according to the release.

The suggested retail price is $2.99.

The Butter Bliss salad is the latest development in Dole’s revamping of the company’s salad mixes.

The project, which began late last year, features on-pack taste and texture scales and pairs well with information designed to inspire greater salad experimentation and creativity, according to the release.