Lyle’s Golden spread
Tate & Lyle
SEptember 2005Tate & Lyle is hoping to attract new and younger consumers to its Golden Syrup brand with the launch of a more versatile, spreadable variant.
The idea for Lyle’s Golden Spread came about after owner Tate & Lyle discovered a growing trend among existing users, especially those with young families, to spread traditional syrup on to morning goods, such as toast and crumpets.
“We believe there is an opportunity to build on this trend and open up the appeal to new consumers by delivering the flavour of Lyle’s Golden Syrup in a spreadable format,” said senior brand manager Alison Ashman, adding that interest from the trade had been “extremely encouraging”.
“The company is in advanced talks with all of the multiples and hopes to be able to confirm listings imminently.”
With the launch, Lyle’s is also hoping to breathe new life into the sweet spreads category, which has been suffering with little innovation and is currently static. Lyle’s Golden Spread comes in an eye-catching 350g glass jar (rsp: 95p) and contains no artificial colours, flavours or preservatives.
“It has all the flavour and richness you would expect, but with a less runny texture that makes it easier to handle,” said Ashman. “It also combines convenience with flavour differentiation in the spread category, ensuring that it will have universal appeal across all age groups.”
Although the majority of golden syrup sold is for baking, usage of it as a spread is up 57%, according to Lyle’s, which said research showed 89% of mums would be likely or very likely to buy the newcomer.
To help it off to a good start, Lyle’s Golden Spread will be supported with an integrated marketing support campaign worth half a million pounds.
And, to maximise on-shelf impact, the product is packed in branded shelf-ready trays of six.
This launch takes Lyle’s back to its roots, as decades ago Lyle’s Golden Syrup was actually marketed as a spread with the strapline ‘Better than Butter’.