Chopped kits are biggest segment in salad category

Mother Nature has to provide the raw materials: the results are packaged for convenience and marketed in the bagged salad category. More and more people are choosing to eat at home, driving sales for chopped salad kits and lessening the frequency of restaurant consumption. Chopped Kits have been responsible for 50 percent of total kit growth since 2012.

That’s what Fabian Pereira of Fresh Express says was one reason for reformulation of the Chopped Kits line with new blends and greens. “Last year kits were the biggest segment in the category by 21 percent and we are excited to relaunch our Chopped Kits in bold, clean packaging which highlight new perfectly sized leafy greens as well as an increased quantity of flavorful and reformulated dressings and toppings with better ingredients,” he says. In terms of a convenience platform, he says Fresh Express wants to take things up a notch by meeting the demands of consumer demographics such as millennials and create new and exciting overall eating experiences.

Key changes include providing a larger portion of dressing and a smaller chop size of the greens to allow the dressing to mix better and create a better flavor blend – what Pereira calls a better flavor hit. “We went through significant changes because developing products that our customers love is our goal and we want to provide consumers what they are looking for,” he says. “Consumers told us they were looking for smaller cuts of greens, more dressing and increased flavor.” Consumer feedback also included wanting better visuals of the product; better visibility on the front of the packaging. “Millennials are looking for convenience and transparency. They’re conscious of what they bring in their home and after many months of product development and rigorous testing, we know the new products will live up to the company’s gold standards and the consumer’s expectations.”

All of the produce is sourced from grower partners that Fresh Express has had long-standing relationships with and Pereira says they work jointly on everything from seed development all the way up to harvesting techniques to get the freshest, best products. “While we may not (own) the farms we have very strategic partnerships,” he says. “Most products are sourced from the Salinas Valley and during the winter months from other states including Arizona, Georgia, Florida and Ohio. Very little comes from Mexico during the winter, usually only Romaine and iceberg lettuce.”

There are seven refreshed kits available nationwide: Asian, Sweet Kale, Sunflower Crisp, BBQ Ranch, Bacon & Bleu, Southwest and Chipotle Cheddar. “Even among the sales staff, the Asian kit is a favorite because it reflects broader cultures and palates,” says Pereira. The kit comes with Asian Sesame Vinaigrette dressing with sesame oil, ginger and soy sauce along with wonton strips and sliced almonds. “Sunflower Crisp is a close second due to more of the new onion citrus vinaigrette dressing with stronger hints of lemon and orange,” says Pereira. “We expect our Sweet Kale kit to be even more successful with consumers because it’s a more pleasant eating experience than traditional kale. The combination of kale, roasted pumpkin seeds, sweetened dried cranberries and a new poppy seed dressing made with Greek yogurt allows you to get your healthy delicious fix and maximum enjoyment”

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