Clover Seedburst is finally set to make its on-shelf debut - six months after the original launch was delayed because of packaging issues.
A new range extension to dairy Crest’s Clover spread, Seedburst contains a blend of seven seeds and whole grains as well as 70% less saturated fat than butter. The tubs carry an rsp of £1.49, and will be rolled out to all the major mults.
Dairy Crest announced Seedburst in June but then delayed its launch amid unspecified problems with the packaging. However, Jeremy Coles, Dairy Crest’s head of marketing for butters and spreads, insisted a January launch was perfect timing for Seedburst, which would appeal to “healthy, motivated consumers”, who bought seeded products. “It is anticipated consumers will enjoy Clover Seedburst as an additional spread within their current repertoire, contributing towards category growth,” Coles added.
The launch will be supported by a marketing campaign to include press, PR and in-store sampling. It will be fronted by 2007 Celebrity MasterChef winner Nadia Sawalha and nutritionist and author Jeannette Jackson.