Vitalite will be the next brand in Dairy Crest’s stable to be given an image overhaul as the dairy giant revamps products acquired from Uniq last year.

Speaking as the company unveiled a sharp rise in first half profit driven by growth from brands including Utterly Butterly, Cathedral City and Frijj, chief executive Drummond Hall said “revitalising Vitalite” was next on the agenda.

Detailed plans would emerge in four to five months, but Vitalite’s recent double-digit sales decline could be stemmed if the brand was simply given “some more attention and investment”, said Hall.

Utterly Butterly - the largest brand acquired from Uniq last year - had now returned to growth without cannibalising sales from Dairy Crest’s other brands, said Hall.

More products would be developed under the St Ivel brand in the next 12 month period, he added.

Pre-tax profit was up 12% to £35.4m in the six months to September 30. Sales were up 6% to £676m.