Vegetales Línea Verde brought together a group of specialised journalists in Valencia to demonstrate how it develops innovations for its DiqueSí brand and to analyse the evolution of the fast-moving consumer goods market.
During the event, the company explained the process behind the development of every new product. Its model begins with analysing market trends and consumer behaviour, before moving through concept creation, recipe development, validation using neuroscience tools, packaging design and commercial launch. All of this is driven by a common objective: to deliver fresh solutions that respond to evolving consumer lifestyles.
Together with Nielsen Consumer, the company reviewed the main trends shaping the Spanish FMCG sector. These include the growing importance of health and convenience, increasing consumption of ready-to-eat meals, the search for products offering differentiated experiences, and the need to deliver innovation with a real impact on retail shelves.
According to the figures presented, 53% of consumers are willing to pay more for fresh products without preservatives, 52% for healthier options, and 40% for convenient meal solutions. In addition, the ready-to-eat food category continues to achieve double-digit growth.
These consumer trends have inspired the development of the DiqueSí Street Food Complete Salads range, which took centre stage during a live cooking demonstration led by Chef Rubén Fenollar.
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Rather than positioning salad as a simple side dish, the company aims to transform it into a complete gastronomic experience by bringing internationally recognised flavours into a fresh, ready-to-eat format.
The range includes varieties such as Pan Bao, Tacos, Brioche and Pesto, recipes designed to combine variety, distinctive protein options, culinary enjoyment and convenience—the four attributes currently driving consumer demand.
This strategy also reflects the evolution of the category itself.
According to the data presented during the event, complete salads have become one of the most dynamic segments within the fresh-cut category, recording 18% growth over the past three years, outperforming the category as a whole.
Moreover, the increase in household spending confirms that consumers are placing ever greater value on this type of solution.
For Vegetales Línea Verde, innovation means anticipating changing consumer needs and creating categories that make it easier to enjoy fresh vegetables every day without compromising on flavour or enjoyment.
This strategy combines research, creativity and market expertise to continue driving growth in the fresh-cut category while delivering greater value to both consumers and retailers.
