Good Natured moves into herbs

The Good Natured brand is continuing to expand with the launch of Good Natured Living Herbs.

The new range is being grown in Lincolnshire all year round and includes "Razzle Dazzle Basil", "Currylicious Coriander" and "Fantastic Flat Leaf Parsley".

The herbs market has grown over the past year, with fresh living herbs enjoying a 10 per cent increase - mainly because more shoppers are buying into this market.

Within the fresh herbs sector, living herbs account for more than a third of sales and volume: 39 per cent of spend, and 37 per cent of volume (TNS World Data 52 w/e 17 May 2009).

The Good Natured range is being promoted in line with the brand's ethos - "grown in tune with Mother Nature, free from pesticide residue". The herbs are supplied in 100g, biodegradable pots and the firm claims that, in the right conditions, plants last for several weeks.

Managing director of the Good Natured range and this year's Grower of the Year - Edibles winner Lochy Porter said: "Good Natured has been very well received in the fruit and veg sectors, so it made sense to see if we could apply the unique production techniques to herbs. The launch of Good Natured Living Herbs will enable us to continue to drive incremental expansion in this market.

"We've started with basil, flat leaf parsley and coriander as our research showed that these are the most popular among consumers wishing to add fresh flavour to home cooking."

Grower Patrick Bastow, managing director of Lincolnshire Herbs, added: "We are always looking to expand our customer base and our arrangement with Good Natured is a hugely exciting opportunity which will enable us to realise this ambition."

Porter, of Scotland-based Angus Soft Fruits, set up the sub-brand Good Natured a couple of years ago in response to public concerns about pesticide residues.

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