Through new product launches Kraft Foods and Sara Lee are trying to get a piece of the multi-billion dollar prepared salad market, which has grown some 36% since 2001, and 10% last year according to ACNielsen.
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Kraft is test marketing four varieties new single-serving salad bowls in 200 US stores. The Fresh Creations line will retail for about US$4, and the company is launching new chicken salad kits for its South Beach Diet range. Similarly, Sara Lee Corporation is launching a line of Hillshire Farm salad kits that contain meat and other ingredients for making a salad.
Continued interest in healthy eating and convenience, along with wider varieties of salads and more convenient packaging, are expected to drive more growth in this category. Ready-to-eat salads was the fastest growing product in the US fresh vegetables category last year and the US market for prepared salads is expected to grow at over 20% per annum.
