The latest innovation insight from Gama Compass™
MANCHESTER – 20th March 2015: The value of functional branding in convenience food categories is explored in Gama’s feature innovation for this week – Fresh Express Functional Health Salad Kits.
Comprising a Hearth Health kit, an Antioxidant kit and a Digestive Health kit, the new Fresh Express line of functional convenience salads is being launched in the US by Chiquita Brands as an extension to the company’s existing line of salad kit products. Common to each variety are ingredients such as spinach, kale and carrot, while the Heart Health kit also contains superfood ingredients such as cranberries and almonds, the Antioxidant kit includes vitamin-rich ingredients such as blueberries, red cabbage and sunflower seeds, and the Digestive Health kit contains a number of high-fibre components including dates and flaxseed.
Through their direct targeting of specific functional needs, Fresh Express Functional Health Salad Kits provide an interesting example of how perceptions of health value can be accentuated even in ‘better for you’ categories such as packaged salad, moving away from generic or ‘passive’ product claims to more overtly communicating a product’s tangible health and wellness benefits.
Image source: Chiquita Brands
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