Supermarket Perimeter - April 2021 - 69

SPOTLIGHT

center, for the shopper to easily
view the high-quality product.
The packaging for Simply Fresh
also utilizes FiveStar's patented
Ultra Fresh Sealed technology to
offer the longest shelf life in the
industry, without compromising
quality or food safety, according
to Shoshan.

Clean ingredients and
balanced nutrition
As consumers continue to be
health conscious, they're on
the lookout for salads that offer
both delicious flavors, balanced
nutrition and clean ingredients,
Shoshan pointed out.
FiveStar's best selling salads
include Simply Fresh Salads
Family Size line varieties such
as Mexican Style Caesar Salad
with Cilantro Cesar Dressing and
limited-edition Harvest Salad with
Apple Cider Vinaigrette.
" We are constantly launching
new items and innovating well
beyond others, " said Shoshan.
" We incubate some of our best
ideas directly from our loyal
consumers who get hooked on
our products. "

Most recently, FiveStar's
Simply Fresh brand partnered
with Beyond Meat to introduce
on-trend alternative protein salad
options.
With 25% more toppings than
similar salads in the category
and only 260 calories, the
Simply Fresh Taco Salad made
with Beyond Meat is a premium
vegetarian salad featuring
Beyond Beef Crumbles alongside
fresh and flavorful toppings like
fire-roasted corn and roasted red
bell peppers with black beans,
aged Cheddar and Jack cheeses
plus crunchy tri-color tortilla
strips-topped with a made-inhouse creamy " sweet and spicy "
Salsa Ranch Dressing.
FiveStar also recently extended
its family-sized line of Simply
Fresh Salads with a new Fig &
Walnut salad.
" We currently have hundreds
of recipes in our kitchen
catalogs, " said Shoshan. " Retailers
can purchase the Simply Fresh
Kitchen brand or we offer
private label programs where
the strategy, volume and timing
align. "

FRESH EXPRESS
REFRESHES PACKAGING
Orlando-based Fresh Express is contemporizing its
brand with clean, refreshed packaging for its Garden,
Premium Garden, Crunchy and Tender Leaf salad
blends products.
The new eye-catching design, which features revised
artwork and graphics, aims to increase consumer
appeal and purchase interest. In independent
qualitative and quantitative research, 86% of
consumers said the updated look feels " fresh. "
The new packaging - which includes elements like
a larger window for improved ingredient visibility,
product segmentation on pack and a more prominent
freshness use-by date - will help the product line
stand out on-shelf. Other benefits of the new
packaging include the addition of the brand's nonGMO claim and bilingual copy on most SKUs.
" Over the years, consumers have come to trust
our freshness, quality and unique products, so
it was important that our new packaging clearly
communicate these key brand attributes, " said
Michael Golderman, marketing brand leader at
Fresh Express. " Our packaging design is cleaner and
simpler than previous iterations - allowing the fresh
ingredients, which are the star of every single Fresh
Express product, to shine. "
The new Fresh Express packaging is available in over
150 varieties in the refrigerated produce department
at retailers the United States and Canada.

" Since the very first bowl salad, salad lovers have been challenged
to mix together all the lettuces, toppings and dressings in the
bowl provided without losing any of the good stuff, " said Lisa
Overman, Dole's director of brand marketing for North America.
" When Dole set out to create the industry's best RTE bowl salads,
we knew we needed to concentrate not only on superior flavor
varieties and ingredients, which are Dole hallmarks, but also on
a better salad bowl design that results in a more rewarding salad
eating experience. "

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