Vitalite will launch a new rebrand during Veganuary to mark the importance of holistic health.

The dairy-free spread’s new ‘Shine Bright’ positioning will highlight the importance of food in all-round health.

It will include a new website with new recipes and guides for customers in line with the Shine Bright message.

Morrisons and Sainsbury’s will run promotions to accompany the new message.

Vitalite has also been repackaged with “an array of complementary rich, natural colours set to increase visual appeal on the shelf”, said the Saputo-owned brand.

To emphasise the taste credentials of the spread, the new packaging features the ‘Plant Based Deliciousness’ strapline.

“Since Vitalite became dairy-free 20 years ago, we have seen a considerable uplift in shoppers trialling plant-based products and Veganuary has played a huge part in that shift,” said Lissie Bernard, brand manager for Vitalite.

“For Vitalite this brings a great opportunity to spread some dairy-free joy and encourage shoppers to uncover a world full of plant-based deliciousness,” she added.

Throughout Veganuary, the brand will be promoting the product alongside other Saputo brands including Crackd and Cathedral City Plant Based with meal ideas on its social media pages.