The new products, a Flora Omega-3 Plus spread (rsp: £1.49 for 500g) and a probiotic mini drink that comes in strawberry and raspberry flavours (£1.99 for 6x100ml), mark the brand's first entry into the ever-growing Omega-3 category.
Available from this month, the launch of the products will be backed by a £6m marketing investment, including TV and press ads breaking on July 3 and a consumer campaign fronted by singer and model Louise Redknapp. Paul Holden, Flora business manager, said that consumer awareness of Omega-3 had increased from 58% to 72% since 2003 and that the introduction of Flora into the category would ensure it had a sustainable future.
"We have already got Müller in the market and now we have Flora, which brings strong heart health credentials. We know consumers are still confused about Omega-3 and are not 100% sure about what it does, so launching it under the strong Flora brand will help."
Holden also dismissed any notion that the new drinks would cause confusion among consumers of Unilever's blood pressure and cholesterol-lowering mini drinks, both of which come under the Flora Pro-activ brand.
"Flora is about maintaining heart health, Flora Pro-activ is about regaining heart health. The new products should be positioned with everyday lines rather than with Flora Pro-activ," he said.