Dairy Crest is throwing its Country Life butter brand into the thriving better-for-you spreadable sector.
Country Life Lighter Spreadable hits the shelves next week, priced at £1.74 for 550g.
"What sets Country Life apart from the competition is that it will be the only English lighter spreadable butter in this growing category," said marketing director Richard Tolley. "With 65% of consumers saying they will try to buy local products, Country Life Lighter Spreadable offers a point of difference for those consumers interested in the provenance of their food."
The launch will be supported by a £1m marketing push, including TV and trade advertising.
Unilever UK's Flora Diet brand has also been reformulated to fit into this category and renamed Flora Extra Light. The company has also earmarked £1m to support the revamp.
The lighter spreadable market leapt 17% in the past year to £65.1m, according to Nielsen [MAT to 24 February, 2007].