Bonduelle is launching their latest 4th range (fresh, raw fruit and vegetables ready to use- e.g. salads in bags) product, ‘La Salade du Jour’’, Salad of the Day. The composition of the salad will change every day depending on the products in stock in the Bonduelle atelier. “For a maximum indulgence, this salad will be made up of at least three ingredients out of 12 young shoots (spinach, rocket, red chard, 5 varieties of red salad and 5 varieties of green lettuce) and lambs lettuce” explained Bonduelle. The salad will be a colourful green and red, showed off by the transparent bag. The only thing that remains to be explained to the consumer is that the Salad of the Day was not necessarily packaged on the day… the notion “of the day” can be interpreted in many different ways.
Bonduelle have a 16% market share on salad sachets (a 0.6% growth and a turnover which is up 2%). This is in a sector that has fallen 1.8% compared to 2013 despite an 8.4% growth in young shoot references. 72% of French households consume salad from sachets.