Dairy Crest is refreshing the packaging for its Clover block to highlight the spread’s versatility in the kitchen.

The new pack will have a light-blue background and feature kitchen utensils. It would “signpost everyday usage suggestions” and “significantly improve” the shelf stand-out, said Dairy Crest.

“Clover block has a really versatile range of uses, from spreading and baking to cooking,” added Dairy Crest head of marketing for butters and spreads Jeremy Coles.

The packs will hit supermarket shelves in January, backed by a social media and online campaign.

The new look will only apply to Clover block Clover spread in tubs will remain the same.