UK: A fresh way to celebrate the beautiful game

Building on the success of its 2010 performance, during which over 1 million bags of Three Lions Salad were sold over just six weeks to support the FIFA World Cup, Florette will be bringing the iconic Three Lions salad 'off the bench' to encourage considerable additional purchase during UEFA Euro 2012.

The Three Lions Salad forms part of Florette’s major summer of sport package, which will see the brand capitalising on 2012’s unique summer of sport and celebration. The mix will be stepping up to the mark to deliver category growth as Sandy Sewell adds:

"Football is the nation’s favourite game and the fans always passionately support the England team. During the last World Cup tournament, some England games were pulling in TV audiences of up to 18 million in the UK alone. So as the nation’s favourite salad brand, we just had to seize the opportunity to give England’s supporters another way to help them support their team during the UEFA Euro 2012."

"Importantly for us, the tournament takes place during our peak sales period - half of all bagged salad sales are secured during the summer months - and has great synergy with the key salad occasions of BBQs and summer socialising. We believe that our official England Three Lions Salad will encourage considerable additional purchase during this key selling period and we want consumers to think of it as the 'must-have' addition to their tournament shopping basket."

The Three Lions Salad will be in store from 16 May and will be supported with promotional activity in store.

Carrying the Three Lions crest, the salad blends a mild and versatile mix of Lollo rosso, frisee, radicchio and spinach leaves, designed to suit all tastes and as an ideal accompaniment to any meal base - perfect for pre-match entertaining. The salad comes in a 200g pack size and is priced at £1.50.

For more information:
Nicola Sutton
Tel: +44 (0)121 713 3785
[email protected]