The Florette story began in France in 1987, specialising in washed and ready to eat salad leaf mixes. Following its success in the French market Florette launched into the UK in 1991, pioneering the fresh prepared salad market here. Fast forward to 2024 and we are proud to celebrate 25 years of the Florette brand being produced in the UK and supporting the local community.
“We wouldn’t hesitate to partner with Lumina Intelligence again ” – Polly Davies, Head of Category Management UK&I
The Challenge
As long-standing members of the Lumina Intelligence Food Strategy Forum, Florette’s UK Category, Marketing & Sales teams recognised the value of Lumina’s expertly curated food study tours. When the opportunity arose to host their own “food safari,” the UK team sought to replicate the high standards and strategic insight of Lumina’s previous tours.
Previously, international marketing sessions were managed in-house or coordinated via external agencies. While effective, these lacked the impartial, expert-driven perspective Florette sought to elevate the experience. The aim was to inspire innovation and share learnings across European markets in response to the rising demand for health-led Out of Home dining.
Why Lumina Intelligence?
Florette approached Lumina to design and lead a bespoke food study tour, confident in their track record of delivering impactful, insight-led experiences.
Lumina’s professionalism, category expertise, and deep understanding of strategic brand goals made them the ideal partner. As Polly Davies, Head of Category Management UK&I at Florette noted:
“We wouldn’t hesitate to partner with them again.”
Our Approach
Liv Warren and Tania Varallo at the Lumina team created a tailored tour for delegates from across Europe. The agenda highlighted innovative UK operators and venues leading the way in Out of Home health trends.
The tour culminated in a facilitated workshop, where Lumina helped participants translate tour insights into actionable strategies for local market innovation. The blend of immersive experiences and structured reflection helped teams upskill, align, and drive strategic development across markets.
The Outcome
Following the tour, Florette launched several new pre-prepared salad bowls (including the Florette Peri-Peri Spicy Salad) shaped by insights gathered on the study.
Key takeaways included:
- Embracing bold, global flavours to reflect shifting consumer appetites.
- Understanding that “healthy” doesn’t have to be boring, especially in the Out-of-Home channel.
- Applying insights to refine NPD, marketing, and category strategies across five international markets.
“With over 3.5 million shoppers choosing Florette annually, the brand is outperforming the £634m prepared salads market. Value sales are up 26% and volume sales up 34%, driven by increased trade distribution.”
(Source: The Grocer, April 2025; Nielsen)
The Bottomline
How Lumina Intelligence helped Florette
Inspired Product Innovation Through Immersive Insight
Enabled Strategic Alignment Across European Markets
Elevated Commercial Impact with Expert-Led Execution
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