FLORETTE // ATTRACTING A NEW GENERATION OF CUSTOMERS WITH CONVENIENT IN-PACKAGE COOKING27 January 2020
Florette UK & Ireland offers fresh, ready-toeat salads and vegetables, sold by all major food retailers, primarily under the brand name Florette. The company aims to encourage more consumers to enjoy the natural benefits of ready-to-eat vegetables. It is based in Lichfield, Staffordshire.
For more information: https://www.florettesalad.co.uk/
FLORETTE: A UNIQUE BRAND AMONGST PRIVATE LABEL COMPETITORS
In a market dominated by private label suppliers, fresh produce brand Florette is continually looking for new ways to stand out and differentiate itself. After extensive research, the company found that having a quick, convenient way to prepare vegetables would encourage UK consumers to eat more fresh veg at home, and Florette was eager to capitalise on this trend.
CONVENIENCE IS KING
Florette discovered that a convenient microwavable pouch of green beans with seasoned butter was likely to encourage younger family shoppers to invest in the brand. It set out to find a package to preserve the green beans and allow easy preparation for consumers.
ABOUT AMCOR’S P-PLUS STAND-UP POUCH WITH STEAM VALVE
Amcor’s Stand-up Pouch is lightweight, easy to transport, and seals in product freshness to prolong shelf-life due to Amcor’s P-Plus technology. It comes in a range of convenient pack sizes for controlled portions.
ProtectValve is an easy-to-use integrated venting system which enables microwave cooking without the need to open the package. The end result is a significantly reduced cooking time that involves lower energy consumption than more conventional cooking methods, thus enabling more sustainable and convenient food preparation for consumers. ProtectValve can also be included in a variety of package types without additional adjustments to the packaging process.
FINDING A MICROWAVABLE PACKAGE
After investigating multiple packaging options, the company decided that stand-up pouches were the most suitable. Florette turned to Amcor for help, aware of its long experience in developing this packaging. Together with the team from Amcor, Florette
has developed a paper-textured pouch with viewing window and a steam valve for microwave cooking.
STEAMED GREEN BEANS IN THREE MINUTES
The integrated steam valve enables perfect cooking in just three minutes which preserves the great natural flavour of the beans, with no need to open the bag before microwaving. Florette can now attract a new breed of convenience-focused consumers with its fullflavoured steam-in-the-bag green beans with seasoned butter.
“Freshness and convenience are the ultimate selling factors in our market, so packaging is almost as important as the product itself. Microwavable steaming pouches offer amazing convenience without compromising on freshness, helping to introduce the Florette brand to new shoppers within the prepped veg category.”
Sarah Williams Innovation Controller, Florette