Prepared salad brand Steve’s Leaves is using an experienced Performance Nutritionist to promote the benefits of watercress in a new campaign targeted towards a younger consumer.
"The latest campaign, featuring Ed Tooley, will target under 45s interested in fitness, sport and nutrition via social media and sports editorial and will illustrate the benefits of adding watercress to their diets. Running through September, the campaign will share information, recipes and offer the chance to win a performance nutrition consultation package with Ed and an online cookery course from Flora’s Kitchen," the company announces.
Steve’s Leaves is a registered brand of Vitacress Salads Ltd.
Eleanor Bridgman, Head of Innovation & Marketing at Steve’s Leaves, says; “We want to meet consumer wellness needs by telling younger consumers about the benefits of watercress. Our newly launched Baby Spinach & Super Leaves salad mix taps into the consumer desire for products that support their immune health (*). Our brand purpose resonates with consumers more than ever, as they look for ethically grown, high quality, great tasting and nutritious products.”
"Steve’s Leaves is far outperforming the prepared salad category, growing at +65% year on year **," she shares. Steve’s Leaves has seen exceptional growth in Waitrose and Ocado from increased brand awareness, launched new Baby Spinach & Super Leaves into Waitrose in April, launched into Booths in June and has been introduced to the Mindful Chef recipe repertoire.
"Steve’s Leaves are grown on farms working hard to enhance nature. They are washed in Hampshire spring water and packed in pillow bags filled with fresh air, which ensures the leaves remain fresh throughout the entire supply chain journey. The perfect portion sized bags also help to minimise waste," Eleanor adds.
The range now includes: Baby Spinach & Super Leaves, mild and colourful Sweet Beets & Little Leaves, peppery Baby Watercress & Little Leaves and sweet Pea Shoots & Baby Leaves.
The Steve’s Leaves range is available from Waitrose, Ocado, Booths and selected Co-op stores.
For more information:
* Six out of 10 adult consumers are increasingly looking for products that support their immune health: Innova Top Ten Trends 2021, Oct 2020
**Kantar YTD 8 Aug 2021