Vitalite Features New Branding That Boasts its Recipe
Michael Hemsworth — January 8, 2021 — Marketing
References: uk.saputo & talkingretail
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.”
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.”
Trend Themes
1. Plant-based Diet Trend - The increasing popularity of the plant-based diet is driving the demand for dairy-free spreads and creating opportunities for branding and marketing overhauls to highlight plant-based features and nutritional benefits.
2. Health-conscious Consumer Trend - Consumer attitudes towards health and wellbeing are driving the demand for dairy-free, plant-based products, creating opportunities for companies to position their products as healthy alternatives and highlight nutritional benefits.
3. Flexitarian Diet Trend - The rise of the flexitarian diet, where people are choosing to cut down on meat and dairy while eating more plant-based foods, is driving the demand for dairy-free spreads and creating opportunities for companies to position their products as flexible options for consumers looking to reduce their meat and dairy intake.
Industry Implications
1. Dairy-free and Plant-based Food Industry - As the demand for dairy-free, plant-based products continues to grow, companies in this industry are presented with opportunities to innovate and differentiate their products through branding, marketing and the highlighting of nutritional benefits.
2. Packaging and Labeling Industry - The need for clear front-of-pack labeling and branding to highlight the plant-based features and nutritional benefits of dairy-free spreads presents opportunities for innovation and differentiation for companies in the packaging and labeling industry.
3. Health and Wellness Industry - The trends towards health-conscious, plant-based diets is driving demand for products that are seen as beneficial to health and wellness, creating opportunities for companies in this industry to capitalize on this demand and position their products as healthy alternatives.
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