Dairy Crest has lifted the lid on a new pack design for its spread brand Clover, due to hit shelves from late December.
Clover, the first major brand to remove all artificial ingredients from its formulation, Dairy Crest said, has undergone a full pack redesign to emphasise the brand’s simpler recipe and ingredient list. The new design brings to life the Clover meadow to evoke thoughts of rich dairy pastures and buttery taste cues, as well as to drive standout on shelf.
Neil Stewart, spreads marketing manager for Dairy Crest, commented: “Taste remains the primary driver of product choice within the butters and spreads category and is a key strength for our Clover brand. With more buttermilk than any other spread, our product has a delicious buttery taste that continues to be liked by consumers significantly more than all other leading spreads, yet contains just half the saturated fat of butter.
“Since moving to our ‘nothing artificial’ recipe last September we have been winning new shoppers and growing share, but we believe there is further growth to be unlocked through growing awareness of our great taste. The new packaging has performed well in consumer research, having strong standout and driving increased consideration.”
Dairy Crest hopes that the new packaging will help it improve consumer perception, and allow it to grow the brand’s £72.5 million market share and 27% market penetration.
Since its relaunch in September 2015, Clover has outperformed rises in the spreads sector and has won 75,000 new shoppers in the last year alone, Dairy Crest said.
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