Putting the Taste Back Into Healthy Salads, Fresh Express Replaces Non Fat dressings With Tasty Light Versions

Aug 30, 1999, 01:00 ET from Fresh Express

    SALINAS, Calif., Aug. 30 /PRNewswire/ -- In response to consumer feedback,
 Fresh Express is putting a little more taste into their dressings!  Fresh
 Express is replacing their fat free dressings with new and satisfying light
 dressings in its Salad Kit line.  Fresh Express's move follows a larger
 marketplace trend that consumers are less concerned about fat and calories and
 more concerned about good tasting foods.(1)  Starting in August, Fresh Express
 Salad Kits -- a good balance of taste and nutrition -- will come with a choice
 of regular or light dressing.
     Fresh Express is also introducing new easy-to-read packaging and graphics
 for the Salad Kits, making it very easy for consumers to identify the Salad
 Kit flavor and ingredients at-a-glance.  All Fresh Express Salad Kits come
 with dressing, and other appropriate condiments (ranging from croutons to
 parmesan cheese to tortilla triangles).  The new Salad Kits were available in
 stores starting August 16, 1999.  The suggested retail price for each Salad
 Kit is $2.79 - $2.99 (2).  The Fresh Express Salad Kit line-up includes:
     -- Caesar With Light Dressing Salad Kit -- Romaine, light parmesan caesar
 dressing and garlic croutons (10 oz.)
     -- Ranch With Light Dressing Salad Kit -- Iceberg lettuce, romaine,
 carrots, red cabbage, radishes, herb ranch croutons, Hidden Valley Ranch(R)
 Light Dressing (12 oz.)
     -- Caesar Salad Kit -- Romaine, garlic croutons, parmesan cheese and
 caesar dressing (10 oz.)
     -- Caesar Supreme(R) Salad Kit -- Hearts of romaine lettuce; romano,
 parmesan and asiago cheese; cheese garlic croutons; Caesar Supreme dressing
 (9.75 oz.)
     -- Oriental Salad Kit -- Iceberg lettuce, green cabbage, carrots, red
 cabbage, snow peas, crunchy noodles and oriental sesame dressing (12 oz.)
     -- Ranch Salad Kit -- Iceberg lettuce, romaine, carrots, red cabbage,
 radishes, herb ranch croutons, Hidden Valley Original Ranch(R) Dressing
 (12 oz.)
     -- Taco Fiesta Salad Kit(TM) -- Iceberg, carrots, red cabbage; jack,
 cheddar, queso quesadilla and asadero cheeses; sour cream salsa dressing and
 lime-chili mini tortilla triangles (12 oz.)
     "Fresh Express made this change in response to consumer requests and
 general trends leading away from totally fat free foods towards healthy yet
 tasty alternatives," said Robin Sprague, Fresh Express's corporate
 communications manager.
     This year, Fresh Express is celebrating its 10th anniversary.  The company
 created the retail packaged salad category in 1989 with the invention of the
 Keep-Crisp(TM) bag and has led the category ever since.  Fresh Express
 products range from traditional lettuces to gourmet greens to salad kits that
 include salad dressings and other condiments.
     (1) Eating Trends in America survey by NPD Group, September 1998.
     (2) Suggested retail price for Caesar Supreme is $2.99 to $3.29.

SOURCE Fresh Express