Unilever’s spread brand, Flora, will extend its dairy-free range with the addition of three new flavoured spreads.
Flora Freedom will now include walnut, coconut and almond, and avocado and lime varieties. The three new flavours have been designed to appeal to an increasing number of consumers observing a plant-based diet, including two variants – walnut, and coconut and almond – that capitalise on growing interest in nut butters.
The new Flora Freedom spreads are packed full of plant oils and can be used as a spread, as well as in baking and cooking.
Unilever senior marketing manager for Flora Clare Preedy said: “We have seen a surge in people turning to plant-based diets within the UK. As a trusted brand, with plant goodness at its heart, Flora is perfectly positioned to offer them relevant, great-tasting solutions aligned to this trend.
“Our delicious new range of flavoured dairy-free spreads have broad appeal to both health-conscious consumers, including those with a dairy intolerance, as well as those looking for new and interesting products to liven up their everyday meals.”
Available now in the UK, the spreads will be supported by above-the-line media, digital and in-store activity.
Illustrations of the ingredients are displayed on pack to enhance on-shelf standout and inspire usage. The new variants are available across all trade channels with a recommended retail price of £1.50.
Unilever will sell its spreads business – including Flora, Stork and Bertolli – as part of a major corporate shake-up announced last month.
The company also instigated a €5 billion buy-back programme and established a net debt to pre-tax earnings ratio of 2:1, as it attempts to prove to investors that it can succeed as a standalone entity.
It is yet to return a verdict on whether to abolish its dual-headed status, which could involve delisting the company in the Netherlands.
The changes were prompted by Kraft Heinz’s audacious $143 billion approach for Unilever, which was firmly rebuked by the Anglo-Dutch company’s board.
© FoodBev Media Ltd 2017