Courtesy Earthbound FarmA summer redesign of Earthbound Farm’s Deep Green Blends and Easy Leaves products included suggestions for using the products that go well beyond salads like pizza, pasta and smoothies. Deep Green Blends include Kale, Power and Zen. Kits lead Dole salad growth
Dole Fresh Vegetables’ rollout of three chopped salad kits — Bacon and Bleu, BBQ Ranch and Chipotle and Cheddar — aims to give an added boost to the company’s top-performing segment.
The Monterey, Calif.-based shipper offers 13 salad kits under its All-Natural tag.
“Dole salad sales are up overall, led by an increase in valued-added kits,” said Chris Mayhew, vice president of marketing. “We can attribute some of this to recent innovations within the kit product line.”
According to Nielsen Perishables Group total U.S. food data, salad kits were up 12% in sales for the year ending Sept. 7. Caesar and Caesar light kits ranked first and second. Chopped kits were third — up 220% for the year.
Besides the chopped kits, Dole has added a pair of chopped blends — Asian and Summer Garden.
“The new line is already being considered for several 2014 new product awards,” Mayhew said.
Earthbound Farm packs suggest varied uses
A summer redesign of Earthbound Farm’s Deep Green Blends and Easy Leaves products included suggestions for using the products that go well beyond salads.
Burgers. Wraps. Sandwiches. Pizza. Pasta. Smoothies. Icons accompany these and other suggestions on the six products. Deep Green Blends include Kale, Power and Zen; Easy Leaves are Romaine, Butter and Petites.
“We’re showing several usages,” said Samantha Cabaluna, vice president of communications and marketing for San Juan Bautista, Calif.-based Earthbound Farm. “The design of the label itself sets it apart as a distinct segment from our everyday favorites.”
The new labels appeared at retail in August.