Design consultancy: BrandOpus
Advertiser: Dairy Crest

Executive Summary

With over 10% of consumers actively avoiding dairy in the UK, due to an intolerance or healthy lifestyle, the dairy free sector has hit the mainstream.

To capitalise on the growth of free-from products, Vitalite the original sunflower spread, known for its catchy jingle in the 80's, reached out to BrandOpus for a brand identity redesign. As most consumers saw Vitalite as a sunflower spread, rather than a dairy free option, they saw the need to build brand equity within the growing sector.

Since then, the relaunch has allowed Vitalite to regain their No.1 dairy free spread (volume) position, increasing penetration by 12%, volume by 4.8% and value by 11.6%. All of this despite falling sales in the total Spreads category. Following the success of the relaunch, Vitalite has even expanded the portfolio with a new Coconut variant.

The new Vitalite brand positively embraces its dairy free proposition rather than treating it as a necessary compromise. The brand believes its product offers consumers the freedom to feel good about choosing Vitalite, whether they are choosing it for intolerance reasons or just to live a healthy lifestyle.