clover old and new packaging

Dairy Crest has redesigned the packaging for its Clover spread to reflect its “simpler recipe”.

Available from late December, the packaging features updated fonts and a clover meadow with animals, kites and musical notes to “connote rich dairy pastures and buttery taste cues”, Dairy Crest said.

The refresh follows a recipe change for Clover in September 2015, which saw Dairy Crest remove all artificial ingredients.

Since this change, the brand had gained 75,000 new shoppers, said Dairy Crest spreads marketing manager Neil Stewart. However, value sales fell by 11.8% this year as shoppers moved away from the category [Nielsen 52 w/e 8 October].