An Omega-3 variant has joined the Utterly Butterly portfolio as part of a make­over to position the spread as a healthier option. The core range has been reformulated with lower saturated fat levels, while still aiming to deliver on taste. Updated packaging highlights the product's new health benefits via a green on-pack flash. The new lines are being rolled out now and the activity is set to get backing from a £4m marketing spend that will include a new TV ad. The ad is scheduled to break in October, with a second run in the New Year, and will pick up on the theme of 'irresistibility' used in previous brand campaigns. The activity has been designed to grab the brand a bigger share of the better-for-you market. "Often the so-called 'health brands' don't deliver on taste," said marketing director Paul Fraser. "Utterly Butterly Omega-3 has fantastic taste credentials and is perfectly placed to drive growth in the category."

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