Dole Fresh Vegetables, based in Monterey, CA, is debuting an all-natural chopped salad line that will include both kits and blends.
All Natural DOLE Chopped Salads, consisting of three all-natural chopped salad kits formulated with kale and two chopped salad blends, are due to arrive in stores in mid-September and deliver exactly what consumers say they want in a chopped salad: a taste-first experience featuring layers of flavor, texture, color and crunch in every bite, according to a Dole press release.
The development of Dole's five new chopped salads follows extensive consumer research into chopped salad attitudes, flavor preferences and other trends, and is consistent with the company's commitment to all-natural salad kit ingredients.
Dole's three new chopped salad kits include:
Joining the kits for the launch are two new chopped salad blends consisting of a mix of fresh-cut lettuces and vegetables, representing the industry's first packaged chopped salad blends, according to Dole.
Dole's five, research-driven new offerings allow salad lovers to create some of their favorite restaurant-inspired salads at home — and to even customize them with their own ingredients, according to Chris Mayhew, vice president of marketing for Dole Fresh Vegetables.
"Consumers tell us they want chopped salad varieties that combine the health benefits of a salad with craveable, on-trend taste profiles that can't easily be recreated at home," Mayhew said in a press release. "They say they expect their chopped salads to be a taste-first experience, be more filling than regular salad kits and blends, offer unique ingredients and bite-sized pieces, and be 'green enough' to be considered guiltless.
"All Natural DOLE Chopped Salad Kits simultaneously deliver on all of these consumer wishes," Mayhew continued. "Plus, the new chopped salad blends offer the opportunity for salad lovers to add their own lean protein, toppings, dressings and other extras to produce inspired new culinary creations that they can call their own."
All Natural DOLE Chopped Salad Kits and Blends are packaged in the same eye-catching, open-design bags offering product benefits, pairing and serving suggestions, nutrition and other information. The suggested retail prices of $3.99 and $2.99-$3.29 are consistent with Dole's other kits and blends, respectively.
The line will be supported by an aggressive launch campaign encompassing digital FSI and other advertising; digital, website, in-store and on-pack couponing; and comprehensive in-store/point-of-sale and PR programs.
Dole will specifically target trial by top-tier food bloggers as well as the close to 1 million salad fans that follow Dole's Facebook and Twitter pages or are members of the Dole Salad Circle online community.