CPLG Sport and The FA are eyeing up extra sales in the food aisles this summer, sealing a deal with prepared salad firm Florette for the official England Three Lions Salad.
A first for the produce category, the mix of Lollo rosso, frisee, radicchio and spinach leaves, will carry the Three Lions crest and will be in-store from May 3rd.
An on-pack promotion will give consumers the chance to win luxury gas barbecues, while there will also be a national and consumer press PR campaign, focusing on female customers.
"This summer will see plenty of parties and BBQs as fans around the country gather together to support the England team in the World Cup," said Gary Jacobson, commercial manager at CPLG Sport. "Food and drinks plays a massive part of the football watching experience, so to be associated with the top name in bagged salads is a fantastic addition to The FA's ever expanding licensing portfolio."
Elaine Smith, Florette marketing manager at parent company Soléco UK, added: "Importantly for us, the tournament takes place during our peak sales period - half of all bagged salad sales are secured during the summer months.
"We believe that our new official England Three Lions Salad will encourage considerable additional purchase during this key selling period, while also drawing in new consumers to trade up into the bagged salad category."