dairy Crest is hoping to take functional spreads to the next level with the launch of a UK first-to-market product containing healthy seeds and grains.
Clover Seedburst contains seven seeds and wholegrains including sesame, barley, linseeds, oats, wheat, rye and millet as well as seed oils, making it a natural source of vitamin E.
The UK seeded and wholegrain market presented a growing opportunity and research showed Clover Seedburst would appeal to a new audience of health-motivated consumers, said Dairy Crest head of marketing for butters and spreads Louise Pike. “It is anticipated that consumers will enjoy Clover Seedburst as an additional spread, contributing to category growth.”
Oil-rich seeds have been increasingly included in other grocery staples - such as bread - over the past few years, but it is the first time they have been incorporated into a mainstream dairy spread.
Clover Seedburst is aimed at 18 to 50-year olds and is being supported by a £2m marketing spend in year one, including press, PR and sampling. The tubs, which will hit stores in mid July (rsp: £1.49 for a 225g tub), would play “an important role” in the Clover portfolio, said Dairy Crest. The Clover brand is currently worth £99.7m and has grown 13.1% year-on-year [Nielsen 52w/e 26 June 2012].
The launch of Clover Seedburst follows the launch of a similar seeded spread brand, St Hubert ‘5 Céréales’ (which now contains seven seeds), through Dairy Crest’s French dairy business, St Hubert, last autumn. Clover Seedburst contains the same seven seeds but has been adapted for the UK market.
Dairy Crest is looking to sell St Hubert but no announcement has been made about a purchaser.