Florette Unveils Major Brand Refresh And Launches Asian-Inspired Salad To Drive Category Growth

Florette has announced its most significant brand refresh to date, alongside the launch of a new Asian-inspired salad, as the UK’s number one salad brand looks to inject fresh momentum into the prepared produce category.

Image: Florette

The comprehensive overhaul spans the entire Florette range and is designed to strengthen the brand’s category leadership while encouraging shoppers to incorporate salad into more mealtimes. At the heart of the refresh is a new brand mission — “Crafted by Nature, Perfected by Florette” — which reflects a renewed focus on proactive health, mealtime inspiration, and ESG-led storytelling around farming, community and the environment.

Spearheading the rollout is the introduction of a new Asian-style salad, developed to tap into growing consumer demand for bold, globally influenced flavours — an area Florette identifies as underrepresented within the fresh produce aisle. The ready-to-eat kit is positioned as a convenient, zero-prep meal solution aimed at attracting younger, trend-led shoppers and driving incremental category value.

The product combines a mix of Apollo lettuce, ruby chard, mizuna and radish with added components including a tonkatsu-style dressing and a crispy seaweed-inspired sprinkle. By leveraging popular Japanese flavour profiles, the launch is intended to offer retailers a more premium, convenience-led option that can encourage shoppers to trade up and bring new energy to the fixture.

Alongside the product innovation, Florette’s refreshed packaging introduces a modernised logo, bold colourways and contemporary typography. The redesign has been developed to enhance shelf standout, improve navigation and better communicate quality credentials to time-pressed consumers.

Polly Davies, Head of Category and Marketing at Florette, said: “It is time to shake up the fresh produce aisle and move the prepared salad category on from functional and predictable to inspiring. Younger consumers are demanding bolder, highly convenient, and trend-led meal solutions which are generally lacking in our category. Our major brand refresh is strategically designed to answer that call and bring genuine excitement back to the fixture. As the brand leader we need to create a meaningful difference to stand out, disrupt and delight. We are excited for the next stage of our brand journey.

“Spearheaded by our new Asian-inspired SKU and our ‘Crafted by Nature, Perfected by Florette’ mission, we are disrupting the shopper journey with first-to-market flavour profiles and high-impact meal inspiration. We are giving the category a much-needed jolt of energy, equipping our retail partners with the ultimate tool to drive footfall and recruit new shoppers. We are showing up with a strong sense of purpose to drive significant incrementality.”

The launch will be supported by a targeted, multi-channel marketing campaign focused on under-35 consumers, spanning digital activity, social-first influencer engagement, PR and shopper marketing. The investment is designed to maintain brand visibility, reinforce Florette’s position within the category and support retail sales throughout the summer season.

The Florette Asian Inspired Salad will launch from 4 May and will be available in Asda, Sainsbury’s, Nisa and Booths stores nationwide, with an RSP of £1.75.