Flora embraces plant-based movement with brand relaunch
In a move that will transform the butters and spreads category, Flora has announced plans to reformulate its iconic portfolio to be made with 100% plant goodness, in order to capitalise on the surge in popularity of plant-based eating.
19 March 2019
Flora, the iconic spread range, has been reformulated and rebranded in order to embrace the ongoing surge in popularity of vegan and plant-based eating that has grown in recent years. The new range became available across all channels this week, with the relaunch supported by a substantial marketing campaign including a new TV ad, airing later this year.
The entire range – Flora Original, Flora Light, Flora Buttery and Flora Dairy Free – will be made from ingredients from natural origins and are perfect for spreading, baking and cooking.
The reformulation aims to appeal to families looking for a spread that everyone can enjoy, while also tapping into the growing consumer trend for plant-based diets – which has seen a 300% increase in the last year alone.
The activity is Upfield UK’s first substantial investment since acquiring the Flora brand in 2018. The company says it aims to drive value into the category by giving the brand a point of difference and consumers a reason to buy, presenting a valuable opportunity to retailers.
Steven Hermiston, general manager UK and Ireland, Upfield noted that health and wellbeing has never been so important to consumers. “People care more about what goes into the products they are feeding themselves and their families,” Hermiston said, “but they are not prepared to compromise on taste – and they shouldn’t have to.
“With a great new recipe making Flora more delicious than ever,” Hermiston added, “our new 100% Plant Goodness range can be enjoyed by the whole family. Plant-based nutrition is at the heart of the Upfield business and Flora, with its plant goodness, is set to lead the charge and marks a key moment for us and the wider category.”
Retailers should look out for the newly designed packaging and stock up now to take advantage of the sales opportunity presented by Flora.