Flora Plant Butter Spreadable Packshot

Source: Upfield 

Made from a mix of plant oils including sunflower, coconut and rapeseed oil, the NPD is available in Asda, Sainsbury’s, Morrisons and Ocado

Upfield has expanded its plant-based block butter alternative Flora Plant B+tter with a new spreadable variant.

Made from a mix of plant oils including sunflower, coconut and rapeseed oil, the NPD joins the salted and unsalted blocks launched by Flora into the mults and independents last year.

Available since last week across Asda, Sainsbury’s, Morrisons and Ocado (rsp: £3.25), the spread was suitable for baking, cooking, spreading and frying, said Upfield.

Approved by The Vegan Society, it is also suitable for anyone who may have a dairy or lactose intolerance, the plant-based giant claimed.

Housed inside a recyclable tub, lid and foil seal, the NPD is also said to have a 70% lower carbon footprint than dairy butter.

“Offering healthy, tasty and plant-based products that are more sustainable is one of our principal objectives here at Upfield, which is why we have launched Flora Plant B+tter Spreadable,” said Upfield UK & Ireland marketing director Alan Black.

Upfield targets block butters with vegan Flora Plant range

“The desire for more sustainable, vegan products is rising, and so we wanted to provide customers a spreadable alternative to dairy butter that is made with 100% natural ingredients, and could be fully recycled, but still had the creamy, delicious taste of butter.”

Upfield first debuted Flora Plant B+tter last year, following a successful rollout in countries including Austria, Switzerland and the Netherlands.

At the time, Catherine Lloyd, Upfield UK & Ireland’s marketing director, described the new brand as “our biggest innovation in years”.

In 2019, Upfield reformulated and relaunched its Flora portfolio as part of a pivot towards 100% plant-based ingredients. However, it decided to reformulate its Flora Buttery spread last autumn with buttermilk in the face of consumer demand.