Fresh Express campaign supports consumer wellness efforts

Value-added salad brand Fresh Express is launching its 2025 wellness initiative — the Fresh Start Challenge — which aims to empower consumers to embrace the new year with intention and energy.

The 2025 Fresh Start Challenge will inspire participants to focus on holistic well-being through a series of themed weekly challenges designed to help them prioritize their health and lifestyle goals, including Nutrition Boost, Fitness Focus, Mindful Moments, and Connection and Self-Care, according to a news release. The program offers an engaging way for consumers to jump-start their resolutions while connecting with the Fresh Express community on social media, the brand says.

Fresh Express says it is offering early access to the program Dec. 16-31, giving participants a chance to download the weekly challenges and win prizes. The official challenge runs Jan. 6 to Feb. 5, with weekly giveaways including Fresh Express products and swag, gift cards and a Fresh Express fitness tips book, the release said.

Grand prize winners will receive a wellness-themed prize package featuring a walking pad, meditation app subscription, pickleball set, gift cards, swag and more. Fresh Express says the program blends practicality with motivation, offering tools, resources and rewards to help participants create their healthiest, happiest year yet.

"The Fresh Start Challenge campaign offers easy, actionable tips to be healthier and start the new year feeling refreshed and ready to meet your goals," said Robin Bell, marketing manager at Fresh Express. "By committing to the daily Fresh Start challenges, such as incorporating more greens into your meals or sharing a photo of your post-workout salad, making healthier choices is less overwhelming and a lot more fun."

Fresh Express says it offers more than 100 varieties of innovative salads to support consumers as they work towards meeting or maintaining their wellness goals, ranging from fresh, leafy greens to premium, chef-crafted chopped salad kits like the Asian Apple Salad Kit and Twisted Caesar Creamy Truffle Caesar Chopped Salad Kit. It's latest innovation, Hot or Cold Salad and Noodle Meal Kits, can be eaten hot or cold and prepared in under five minutes and is available in Asian-inspired flavors such as Korean Sesame and Asian Sweet Ginger, the release said.

With over 380 recipes available on freshexpress.com, including a fruit-filled Citrus Spring Mix Salad, an Italian Crusted Salmon with Twisted Creamy Truffle Caesar and Grilled Zucchini Nachos, consumers can easily find delicious, nutritious and convenient mealtime inspiration for any occasion, according to Fresh Express.

The Fresh Start Challenge will be further supported by digital advertising, in-store signage, couponing and social content from influencers and experts, the release said. Consumers who sign up for the challenge by Dec. 31 will receive early access to the Fresh Start Challenge checklist and Fresh Express coupons while supplies last.