Vitalite plays up dairy-free credentials with new recipe & relaunch

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vitalite new design

Dairy Crest will relaunch Vitalite next week with a new recipe, brand identity and a greater emphasis on its dairy-free credentials.

The £4.5m sunflower spread brand has undergone a full redesign, including a modernisation of the Vitalite logo and packaging, an all-new flavour profile in a bid to capitalise on growth in the free-from market, and a new rsp of £1.45 (up from £1.20), according to Dairy Crest marketing manager for spreads Neil Stewart.

The relaunch will be supported by a £1m-plus through-the-line marketing budget, which will include shopper and social media activity and PR - representing the biggest investment in the brand since it last appeared on TV screens with its famous Desmond Dekker-inspired ad over a decade ago.

“The dairy-free market has seen huge expansion over recent years but this growth has yet to be fully unlocked in the butters and spreads category,” Stewart added.

“Research indicates that 12% of the UK population claim to avoid dairy, either due to intolerance or a healthy lifestyle choice. We feel that Vitalite is perfectly positioned to lead the way in this dynamic sector.”

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