Build Success in Salad Kits

Salad kits are experiencing continued growth.

In today’s produce departments, packaged salad kits are experiencing momentum and continued growth. Younger consumers, especially Gen Z and Millennial households, are driving this growth in fresher eating habits and semi-prepared meals.

“Consumers today are prioritizing convenience, health, and variety — and salad kits meet all three demands,” says Leah Vanwoerkom, vice president, marketing and brand, 80 Acres Farms, which produces salad kits from its vertical farming operation, headquartered in Hamilton, OH. “This growth is further fueled by innovation, primarily in kits, with chopped and lettuce kits growing over the past five years.”

Chopped salad kits now have a 28% household penetration, according to David Austin, vice president of marketing and innovation, Dole Fresh Vegetables, Monterey, CA.

“Salad kits are no longer a trend — they’re a staple,” says Tal Shoshan, founder and chief executive of FiveStar Gourmet Foods Inc., Ontario, CA, which markets under the Simply Fresh brand. “Consumers have made health and convenience non-negotiables, and salad kits sit at the intersection of both.”

WHAT’S NEW

New salad kits with innovative flavor profiles are giving this category more leverage.

At the Southeast Produce Council Southern Exposure Show in March, Dole Fresh Vegetables introduced four chopped kits in smashed burger style, apple harvest, cool melon and strawberry poppyseed flavors.

Austin says the new kits are the direct result of expanded research by the brand into the latest taste trends, ranging from fruits, herbs and spices to low-sugar, smoke and char preferences.

“The Dole innovation team is seeing various simultaneous flavor trends ranging from maple bourbon, chipotle and everything seasoning to combinations of fruits like strawberry and melon to more exotic options like dill pickle and spicy cashew,” he adds. “Smokehouse and charred flavors are big right now, as well as unexpected combinations, such as strawberry and poppyseed and international influences.

This year, Fresh Del Monte, based in Coral Gables, FL, expanded its portfolio through Mann Packing, which includes four new Newman’s Own Salad flavors: Creamy Caesar, Ranch, Italian Recipe and Parmesan Roasted Garlic.

“Salad kits are evolving beyond traditional offerings, with new and emerging flavors reflecting consumers’ growing appetite for bold, global and health-forward options,” says Joshua Kusske, director of new product development, Fresh Del Monte.

“We also see brands execute new items with nuanced takes on familiar flavors. It’s no longer enough to have just a plain ranch item. Consumers now have a range of options to choose from, such as salsa ranch, pizza ranch, or dill pickle ranch varieties.”

Kusske adds there’s also been a rise in unexpected ingredient pairings, and the use of nutrient-dense greens, such as microgreens, mustard leaves and kale, replacing traditional lettuces, with crunchy nut, dehydrated fruit or vegetable toppings.

Over the past year, Simply Fresh launched its Global Inspirations line featuring international flavors, including Korean BBQ, Mediterranean Mezze and Mexican Street Corn. It also introduced protein-packed kits and single-serve shaker salads for on-the-go options.

In addition, there’s a push for organic components beyond greens, like organic dressings, cheeses and croutons. However, price sensitivity in the organic segment requires careful value-positioning.

Little Leaf Farms expanded its salad kits line last fall with the addition of a dairy-free Sesame Ginger Salad Kit that includes Thai-seasoned wonton strips, sliced almonds, toasted quinoa and sesame ginger dressing served on top of baby crispy green leaf lettuce. In addition, the brand introduced a lettuce blend, Sweet & Crispy, and Little Leaf Farms is also launching Romaine Leaf this summer.

“Like all our lettuce varieties, Romaine Leaf is grown without harmful pesticides, herbicides or fungicides, nurtured in greenhouses that harness sunlight and fresh rainwater and sustainably produced,” says Chris Hill, chief revenue officer, Little Leaf Farms, Devens, MA.

Fresh Express’ most recent salad kit introductions this year include Creamy Goddess Chopped Kit, Farmhouse and Orange Sesame.

“We’re seeing the rise of kits that go beyond traditional Caesar or Garden blends,” says Fabian Pereira, vice president of marketing, innovation, international for Fresh Express, based in Salinas, CA. “Today’s innovation is driven by a fresh wave of culinary trends — from Latin American heat and umami-packed Asian flavors to elevated comfort classics and wellness-focused blends featuring nutrient-dense ingredients.”

Over the past year, 80 Acres Farms expanded its lineup with its Berry Bliss and Eatalian lines.
“Caesar and ranch-based flavors tend to get all the love in salad kits, but we continue to hear from consumers that they are looking for more flavor options,” says Vanwoerkom.

Bonduelle Americas, based in Quebec, Canada, has expanded its product line with grilled chicken toppings and a Mediterranean-style salad kit, as well as shelf-stable lunch options with plant-powered ingredients.

“We’re seeing an uptick in globally inspired flavors and those that bring layered texture and bold taste, but also variety,” says Bobby Chacko, Bonduelle’s chief executive. “Korean with sweet and spicy flavors is showing 4.9% growth in the last 12 weeks, as consumers demand more variety.”

MERCHANDISING & PRESENTATION

According to Kusske at Fresh Del Monte, retailers have significantly expanded the shelf space dedicated to salad kits over the past five years, reflecting strong and sustained consumer demand.

“While exact figures vary by store size and region, the overall trend is clear: Salad kits now occupy more linear feet in refrigerated produce sections than before,” says Kusske. “This growth is driven by the increasing popularity of chopped and chef-inspired kits, which offer variety, convenience and elevated flavor profiles.”

Retailers are also strategically segmenting their displays by flavor, sizes and global cuisine influences, he adds. “As a result, both vertical and horizontal merchandising space has grown to accommodate this expanding and dynamic category.”

FiveStar Gourmet Foods’ Shoshan agrees shelf space for salad kits has expanded significantly, often doubling in the past three to five years. What used to be one or two shelves has evolved into dedicated refrigerated sets featuring both kits and stand-alone greens. And retailers now see salad kits as essential for driving the perimeter’s performance.

“Retailers are embracing secondary placements, like chilled islands near deli, grab-and-go coolers or cross-merchandising with beverages or proteins,” says Shoshan. “Shaker formats are rising fast in popularity due to their portability and user interaction. Clean, transparent bowls and bold top-labeling also help drive impulse purchases.”

Shoshan recommends highlighting variety with clear segmenting, vibrant visual appeal and point-of-sale signage. Frequent rotation and stocking are critical.

Austin says Dole is focused on in-store vehicles like shelf strips and danglers supported by at-shelf tear pads.

“Additionally, we leverage digital ads, paid SEO and digital coupons accompanied by at-shelf signage to generate awareness for trial and repeat consumers,” he says.

Little Leaf Farms’ Hill is seeing shopper experience and brand storytelling converge at the point of sale.

“Consumers are increasingly drawn to displays that emphasize local production, sustainability and freshness, which not only capture attention but build trust and transparency, as well,” Hill says.

“Retailers are significantly expanding shelf space for salad kits, signaling their evolution from a niche segment to a category mainstay,” he adds. “We’re seeing retailers segmenting kits into chopped, clamshell and single-serve formats, carving out more real estate to differentiate these options.”

He also has seen a strong lift from satellite displays — secondary placements near protein items or in grab-and-go zones.

Over the past decade, Chopped Kits have grown over 17% in share, while Conventional Blends have declined by nearly the same amount (-17%), and Classics have dropped by approximately 11%, Fresh Express’ Pereira notes.

Bonduelle’s Chacko says successful merchandising depends on consumers’ ability to connect to flavor cues.

“Cross-merchandising helps spark discovery and having old school POS material brings people back to basics with floor talkers and signage,” Chacko notes. “Retailers need to connect to the shopper’s path to solve meal challenges.”