FiveStar Gourmet Foods Discusses Fresh Food Brand Simply Fresh
- by Robert Schaulis
ONTARIO, CA - When FiveStar entered the fresh meals category five years ago, it saw a chance to innovate. Since then, the company has developed a brand platform that is resonating with consumers across the country and is on a billion dollar annual sales trajectory. With its fresh salad, snack, and fresh meal options, FiveStar is here to stay.
“Simply Fresh by FiveStar Gourmet Foods is more than a brand name, it is a brand promise,” says CEO and Founder, Tal Shoshan. “The Simply Fresh brand sums up exactly what consumers are looking for: pure, clean ingredients, great flavor, and visual appeal. There is a lot of science behind our food safety, quality assurance, and packaging, but in the end, it’s the culinary pairings of amazing salad toppings, dressings, and the freshest produce, that keep our consumers coming back for more.”
Top retailers like Costco, Publix, Wegman’s, Target, and Aldi have capitalized on the value Simply Fresh provides to its customers. According to a company press release, Simply Fresh Salads® are amongst the highest grossing items in the entire fresh category.
“When we assessed the category, we saw that there was absolutely no brand that targeted a more sophisticated consumer. Simply Fresh Salads were launched on the simple premise that if you provide recognizable premium quality at an affordable price, consumers will respond,” Shoshan added. “We basically redesigned the salad bowl from the ground up. Everyone was featuring a round bowl—we designed and patented a square bowl. The category featured phosphate-injected chicken —we featured antibiotic-free, natural chicken. The existing dressings were generic and bland‚—we created our own fresh made, signature dressings that we produce in- house."
When Simply Fresh salads were merchandised next to value and premium salads, retailers experienced increases in year-over-year sales.
“What’s amazing about what we have done with Simply Fresh is not only that we created a premium category that did not exist, but we have helped reshape an entire industry. Everyone started to take note and make changes to compete with us. We brought much needed competition to the category,” concluded Shoshan.
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