11 March 2010Vitalite Re-Launches

Dairy Crest has announced a fresh new pack design for its leading ‘dairy free’ spread, Vitalite. In store now, the new 500g tub will be more convenient to use than the existing format. The brand keeps its original look and feel but with more emphasis placed on ‘dairy free’.

 

 

 

Launched in 1983, Vitalite is a successful £9.1 million brand and is growing +7.8% in value sales and +5.2% in volume YOY*.

 

 

 

Paul Fraser, Dairy Crest Marketing Director, comments; “The “dairy free” market is an increasingly important one to Dairy Crest. We pride ourselves on offering our consumers choice and we’re keen to maximise opportunities by driving further sales of Vitalite and making it relevant to the changing needs of our consumers.”

 

 

 

The packs continue to use Vitalite’s traditional green and yellow colours to maximise shelf standout, and still features clear communication of the brand’s ‘dairy free’ message. “Free from” products are vital for retailers to stock, with Vitalite being one of the longest standing ‘dairy free’ spread brands.

 

 

 

~Ends~

 

For further information or product visuals please contact:

 

Edel Ward at Haygarth

 

Tel: 0208 971 3300

 

E-mail: dairycrestpr@haygarth.co.uk

 

 

 

Notes to Editor:

 

·         It is the leading Dairy Free Spread brand in the marketplace*

 

·         RRP is 89p

 

·         Vitalite is available in 500g

 

·         Case size of 24

 

·         Visuals available in high resolution: New Vitalite Tub

 

·         *Source: Nielsen, MAT to w/e 23^rd January 2010