Saputo Dairy UK’s dairy free spread brand, Vitalite, has launched new brand positioning and a new website to mark Veganuary.
The ‘Shine Bright’ positioning is a call-to-action for consumers to focus on all-round health and wellbeing, recognising the links between physical and mental health and how eating well is an important part of this.
The brand, which celebrates 20 years of being dairy free in 2023, has unveiled new product packaging as part of the activity. As well as a new rich natural colour palette, packs feature Vitalite’s ‘Plant Based Deliciousness’ strapline.
Vitalite has also launched a brand-new website. Designed to be more user friendly, and in line with Shine Bright, the website includes new recipes and guides for customers.
In retail, the brand is supported with promotions across the market, alongside online and in-store shopper marketing activity.
On social media, Vitalite is using organic content and brand partnerships to engage with more than 40,000 dairy free and vegan followers during Veganuary. The brand is showcasing meal ideas and how-to guides on its social media pages, as well as collaborating with Crackd and Cathedral City Plant Based for giveaways and joint recipes.
Commenting on the increasing popularity of Veganuary, Lissie Bernard, Brand Manager for Vitalite, said: “For Vitalite this brings a great opportunity to spread some dairy free joy and encourage shoppers to uncover a world full of plant-based deliciousness. We know that many trialling a vegan diet during Veganuary find the experience a positive one, with 80% of participants going on to eat more than 50% less meat, dairy and eggs six months after taking part. The opportunity to influence consumers long term product choices at this time of year is huge.”
Vitalite is now worth £15m and saw revenue growth of 18% in the last year.
