The salad dressing aisle has gotten some foodservice flair as Litehouse has teamed up with California Pizza Kitchen (CPK) to roll out an exciting lineup of dressings. For more details on this flavor-filled portfolio, we turned to Paul Hemingway, Vice President of Marketing and Communications at Litehouse.
“California Pizza Kitchen Dressings have been extremely well received by consumers and retail partners. While these products are still new to the shelf, the early favorites have been Thai, Caesar, and Ranch,” says Paul. “Each of these dressings gives families the opportunity to create a restaurant-style salad at home, with the quality and freshness that they would expect from California Pizza Kitchen.”
Paul tells me that restaurant brands like CPK are currently driving salad dressing category growth. To help its retail partners capitalize on this momentum, Litehouse ensures its CPK dressings are easily visible and discoverable on their digital shopping platforms. Additionally, the company is offering secondary display options in-store to drive purchases.
Further bolstering this launch, Litehouse has kicked off its exciting Serve Up Summer campaign.
“Leaning into bright, vibrant colors and California energy, this creative campaign announces a new and exciting choice that delivers restaurant-style quality and flavor amid the sometimes boring salad dressing aisle sameness,” explains Paul. “We are investing in an omnichannel campaign that launched at the end of June and will run through October across social media, connected TV, and digital ads. We will refresh and add key elements to this campaign over the next few months.
CPK Dressings are now available nationwide at retail chains like Walmart, Kroger, Albertsons, and Safeway, as well as online on Amazon and Instacart.
Stay tuned as Litehouse prepares to debut more new items, including salad dressings and toppers, in 2024.