Spain: Florette, the solid leader in ready to eat range

An efficient answer to the requests of new consumers and constant investment strengthen the leadership of Florette in the Spanish ready to eat market. The brand from Vega Mayor closed 2011 with an amount superior to 121 million units (more than 31 million kilos), meaning a rise of 2.5% regarding the previous year. Presently, 48% of the turnover comes from new products, when a year ago was of 39%.

The brand's advance is reflected in the 24% of household consumption, a percentage above the average in the ready to eat market (18%). Every year, Florette presents 12 launches, a number based in 2011, the year when the company offered 16 new references.

Last April, they placed in the market the Multipack Fresh Moment Manzana, an apple washed and cut in parts, 100% fresh, without conservatives or colourants and ready to be consumed any place any anytime; "Vegetables to sauté", a selection of vegetables ready to sauté Mediterranean style and "Vegetables for Wok", an exquisite mix with Oriental taste.

Source: Distribucionactualidad