8th January 2021
Saputo Dairy UK has unveiled a new packaging design for its dairy free spread brand, Vitalite.
From this month, 500g tubs of Vitalite Dairy Free will now bear secondary ‘plant based deliciousness’ messaging in response to the growing consumer appetite for vegan diets.
The design has also been modernised, dialling up on its taste cues and improving shelf standout. Side of pack copy, highlighting key functional and nutritional benefits, has also been added to facilitate consumer choice at fixture.
Emilie Grundy, Butters & Spreads Marketing Controller at Saputo Dairy UK, said: “We’ve seen continued evolution in consumer attitudes to health and well-being over the past 12 months, heightened by the Covid-19 pandemic. This has seen people paying closer attention to their diet and increasingly, adopting ‘flexitarian’ diets – choosing to cut down on meat and dairy while eating more plant-based foods.
Vitalite adds plant-based messaging to dairy-free tubs Print
7th January 2021
Saputo Dairy UK is rolling out a new packaging for its Vitalite dairy-free spread, highlighting its plant-based credentials.
The brand’s 500g tubs will now feature a “plant-based deliciousness” messaging in response to “growing consumer appetite for plant-based diets”, which Saputo Dairy said has seen 15% of consumers reduce their dairy or egg intake since the start of the Coronavirus pandemic.
The overall pack design has also been updated to highlight “key functional and nutritional benefits”.
Emilie Grundy, butters and spreads marketing controller at Saputo Dairy UK, said: “We have seen continued evolution in consumer attitudes to health and well-being over the past 12 months, heightened by the COVID-19 pandemic.
Source: Unsplash
Can butters, spreads and margarine expect another golden year in 2021? Or are hopes for further growth likely to melt away?
As is stands, the category is in a position of strength. Its value has leapt by £128.1m (9.9%) this year, and it’s sold an extra 27.2 million kg thanks to the many millions of extra at-home eating occasions.
Those figures mark something of a turnaround for BSM, which stayed in value growth in 2019 only because of price hikes.
Arla, for one, seems optimistic that more growth is ahead. The dairy giant has seen its Lurpak brand add more value than the rest of the top five put together, with growth of £40.7m on volumes up 16.1%. Its stablemate Anchor performed solidly with £130m in sales as unit sales grew by 13%.