Unilever Bestfoods is bidding to combine the pulling power and premium price of both olive oil spreads and cholesterol-lowering products with the launch of Flora pro.activ with olive oil next month.

The newcomer follows Unilever’s £5m relaunch of Olivio as Bertolli olive oil spread in August and olive oil brand Fillipo Berio’s move into the spreads sector last month with a new product manufactured by Matthews Foods.

Marketing support for the new Flora pro.activ line will take the form of instore activity.

Brand manager Adrian Baty said it would provide excitement in the category, which still presented “massive” opportunities.

“Flora pro-activ has already delivered huge value growth to the butter and margarine market since its launch and the olive oil variant is set to do the same,” he added.

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