Cool Iceberg: Fresh Express Introduces a New Twist on America's Favorite Lettuce
SALINAS, Calif., Jan. 12 /PRNewswire/ -- Fresh Express, the company that helped make iceberg lettuce a household favorite, is introducing three new Iceberg Lover's(TM) salads. In the early 1930's Bruce Church, the founder of Fresh Express, successfully implemented an ice-packing distribution system for shipping fresh lettuce across the country. The lettuce was called iceberg because it arrived under mounds of ice. Today it is still America's favorite, claiming 54 percent of all packaged salad sales. (Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20000112/SFW111 ) "Iceberg has made its way back onto menus as a trendy classic, a nostalgic reminder of a childhood favorite. Fresh Express is introducing a contemporary version of our all-time favorite in three new ready-to-eat iceberg salads," says Robin Sprague, Fresh Express's corporate communications manager. The three new salads -- Iceberg Lover's(TM) with Double Carrots(TM) & Romaine, Iceberg Lover's(TM) with Real Bacon Crumbles and Iceberg Lover's(TM) Romaine Garden Salad -- give consumers the nutrition, variety and taste they want. Iceberg Lover's can be found in the produce department in supermarkets nationwide. The suggested retail price is $1.99 to $2.29. Industry leader Fresh Express created the retail packaged salad category in 1989. Today, Fresh Express boasts a diverse product line with over 30 products ranging from traditional lettuces to fancy greens to convenient salad kits including salad dressing and other condiments. The company is still family-owned and operated in Salinas, California.
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