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