The Vitalite dairy-free spread has been given a branding overhaul in a bid to help boast about its recipe and help consumers to easily spot it on store shelves when looking to pick up an alternative spread to purchase. The brand's 500 gram tubs will now feature the phrase "plant-based deliciousness," which will make it easy to recognize amongst consumers who are long-term practicers of the plant-based diet or who might just be trying it out. This is done to help highlight the key functions of the product, while also boasting about nutritional benefits for shoppers to appreciate.
Butters and Spreads Marketing Controller at Saputo Dairy UK Emilie Grundy spoke on the new Vitalite dairy-free spread branding saying, "We have seen continued evolution in consumer attitudes to health and well-being over the past 12 months, heightened by the COVID-19 pandemic. This has seen people paying closer attention to their diet and increasingly, adopting “flexitarian” diets – choosing to cut down on meat and dairy while eating more plant-based foods. With this appetite for plant-based eating at an all-time high, the moment felt right to refresh our Vitalite packaging to reinforce our plant-based credentials at shelf, adding a clear front of pack claim alongside our core dairy free brand message.”