Dairy Crest has relaunched its dairy free spread Vitalite.
Vitalite last graced TV screens over ten years ago with an advert memorable for its reworking of Desmond Dekker’s song ‘The Israelites’. The spread has undergone a full redesign including modernisation of the brand identity and packaging to emphasise its dairy free credentials, and recipe redevelopment to deliver a new flavour profile.
The Free From market, of which dairy free accounts for half, has for some time been experiencing exceptional growth and is predicted to increase by a further 43% by 2020. In a challenging Spreads marketplace dairy free spreads, currently worth £12m, are experiencing positive growth.
Neil Stewart, Marketing Manager Spreads at Dairy Crest, commented: “There is often a perception that consumers have to make a compromise on taste when choosing Free From products. Vitalite positively embraces its dairy free proposition rather than treating it as a necessary compromise and we believe our recent recipe reformulation delivers a great tasting product that allows consumers the freedom to feel good about choosing Vitalite.”
The relaunch of Vitalite will be supported with a marketing investment of more than £1m in 2016. The new packaging and recipe started to roll out in store this week.
