Fresh Express Farms Adds Fat Free Caesar and Fat Free Italiano Salad Kits to its All-Fresh, Ready-to-Eat Packaged Salads Line.

SALINAS, Calif.--(BUSINESS WIRE)--July 10, 1995--Shoppers who already enjoy Fresh Express Farms' best-selling Caesar Salad Kit will now be able to choose a new fat free version. Fresh Express Farms, the industry leader in fresh packaged salads, today introduced two new ready-to-eat salad kits, the Fat Free Caesar and the Fat Free Italiano Salad Kits.

"We cut the fat, but we didn't trim the taste from these delicious, fresh new salads," said Fresh Express Farms CEO Steve Taylor.

The Fresh Express Farms Fat Free Caesar Salad Kit, with all fresh ingredients, contains Romaine lettuce, fat free Parmesan Caesar dressing, and fat free Italian-style Garlic Herb Croutons.

The Fresh Express Farms Fat Free Italiano Salad Kit fresh ingredients include Romaine and Iceberg lettuces, radicchio, fat free Parmesan Garlic Italian dressing, and fat free Italian Herb mini breadsticks. Italian is the second most demanded salad dressing in the U.S.

Consumer demand for tasty, fat-free food options continues to grow, according to market research compiled by A.C. Nielsen Company. That research reports fat free salad dressings outsell low fat dressings by almost three to one. Overall, the fat free segment now makes up 25 percent of total salad dressing sales. "We know these are winners," said Fresh Express Farms President Mark Drever. "While Americans across the board are watching their fat intake, they still want fresh food that tastes good."

The Fat Free Caesar Salad Kit and the Fat Free Italiano Salad Kit join the Fat Free Original Ranch Salad Kit, the Original Ranch Salad Kit, Fiesta Salad, Spinach Salad, Caesar Salad and Oriental Salad as the seventh and eighth varieties in Fresh Express Farms' all-fresh, ready-to-eat, "Salad Kits" line. Fresh Express Farms also offers two other distinct packaged salad lines: "Family Classics" and "World Blends." Family Classics include the best selling Garden Salad mix, Spinach, and Coleslaw. The Fresh Express Farms premium World Blends line includes American, European, Spring Mix, Italian and Riviera salads.

Fresh Express Farms' patented stay-fresh pouch keeps salads fresh and crisp longer without preservatives. All Fresh Express Farms products are thoroughly washed and ready to eat. They are distributed via a national network of regional packaging and distribution facilities. Fresh Express Farms led the packaged-salad category with sales of nearly $200 million last year, according to A.C. Nielsen Co.

Fresh Express Farms, headquartered in Salinas, California, has its roots in a company established in 1926 by Bruce Church as a head lettuce and vegetable commodity company. With its mission to bring fresh produce to the consumer in a convenient form, Fresh Express Farms pioneered the category of packaged salads and remains the category leader. Fresh Express Farms is known industry-wide for its technological innovation and emphasis on quality products.

CONTACT: Fineman Associates

Brynell Somerville, 415/777-6933