Cool Iceberg: Fresh Express Introduces a New Twist on America's Favorite Lettuce

Jan 12, 2000, 00:00 ET from Fresh Express

    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: )
     "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.

SOURCE Fresh Express