Football Deal for Salad Brand, Florette

The deal, brokered by CPLG Sport on behalf of the FA, creates a new licensed category. Salad packs will carry the Three Lions' crest, a universally recognized symbol of the English football team and go on sale May 3. There will be POS and price promotions, as well as competition prizes. A PR campaign will focus on female consumers, ahead of the predicted trend for this year's tournament to be a family occasion, with people hosting World Cup-themed parties and barbecues.

"During the last World Cup tournament, some England games were pulling in TV audiences of up to 18 million in the U.K. alone," says Elaine Smith, Florette's marketing manager. "So as the nation's favorite salad brand, we just had to seize the opportunity to give England's supporters another way to help them support