Spreads giant Upfield has revamped its cholesterol-reducing Flora ProActiv spread with a new packaging design and a switch to 100% plant-based ingredients.
Rolling out this week, the brand’s Olive Oil, Light and Buttery variants have been reformulated to remove all traces of buttermilk, with all three products now fully vegan.
The move follows a similar reformulation and repackaging of the core Flora brand in March, as part of a pivot towards vegan and flexitarian-friendly products by the supplier.
Created using only natural plant-based ingredients, all three variants continued to feature increased plant sterols, which help reduce cholesterol blood levels, Upfield said. Each spread was also rich in vitamins D and E and had twice the amount of Omega 3 and 6 oils in comparison to its nearest on-shelf competitor, it claimed.
The range’s new packaging design emphasised each variant’s USP as well as explaining the change in recipe, while also highlighting its use of plant sterols. The range is available in 500g and 250g tubs (rsp: £3.90 and £2.10 respectively).
“We’re committed to helping the UK create a better, more natural plant-based future and the relaunch of Flora ProActiv is another step forward for us as a business,” said Upfield UK & Ireland CEO David Salkeld.
“With over six in every 10 Brits being diagnosed with abnormal levels of cholesterol, the problem is more prevalent than ever before. We’ve reformulated our Flora ProActiv recipe to be even better at helping consumers manage cholesterol, whilst also improving on our great taste.”
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