Dairy Crest is making a major play for the functional dairy market with Clover, by launching three spreads with added vitamins and minerals under the brand.
The Clover Additions range comprises: Daily Boost, which contains seven essential vitamins Strong Bones, marketed as rich in Vitamin D and a source of calcium and Immunity Support, described as rich in Vitamin A and a source of folic acid. They go on shelf on 30 September, priced at £2.30.
Their launch will be supported with a £4m marketing package and comes as Dairy Crest is revamping Clover more generally by giving it a more colourful pack design to maximise standout.
Dairy Crest said consumer research showed mothers found it difficult to juggle busy lives with the need to give their family healthy foods. “The new range will support the nutritional needs of all the family, with a quick top-up of daily goodness,” said Sophie Lyons, group brand manager for spreads.
In a trading update this week, Dairy Crest said the BSM market had proved difficult in recent months and that profits were set to be lower year on year. In a presentation to investment analysts, it said it would make Clover the focus of its BSM activities, driving growth with NPD such as Additions.
The company also revealed it had considered developing a naturally spreadable butter using aeration in an initiative referred to internally as ‘Project Balloon’, and a half-fat butter in a project dubbed ‘Nip and Tuck’, but killed off the projects because they proved financially unviable.
Separately, Dairy Crest told investment analysts this week it planned to launch a spreadable version of Cathedral City in the near future, and that its Davidstow whey plant would cost £45m instead of the £40m previously forecast.