Dairy Crest has defended its reformulation of Clover after consumers criticised the new recipe online.

Dairy Crest changed the Clover recipe in July, removing 25g of fat per 500g tub. However, some shoppers claimed they did not like the new taste.

“It’s vile, it’s pale and doesn’t have the same texture as before,” said one user on consumer forum moneysavingexpert.com, adding that they had always bought Clover.

Dairy Crest said it had changed the recipe following two years of R&D to reduce its fat content while maintaining the buttery taste.

“We have many loyal Clover consumers who share their feedback with us on a regular basis, and we always value and appreciate the dialogue,” a spokeswoman added.

As part of the revamp, the ‘churned like butter’ strapline - which Clover has carried since the 1980s - has been removed, although Dairy Crest stressed buttermilk had not been removed from the recipe.

“Clover continues to be made with buttermilk and it still has the unique buttery taste loved by families across the UK,” the spokeswoman added.