Dairy Crest relaunches dairy free spread Vitalite


Dairy Crest is thrilled to announce the relaunch of its market leading dairy free spread, Vitalite, later this month. Vitalite, which last graced TV screens over ten years ago, has undergone a full redesign including modernisation of the brand identity and iconic packaging to emphasise its dairy free credentials, and recipe redevelopment to deliver a new, great tasting flavour profile

The free-from market, of which dairy free accounts for half has for some time been experiencing exceptional growth and is predicted to increase by a further 43% by 2020. In a challenging Spreads marketplace dairy free spreads, currently worth £12m, are experiencing positive growth.

Neil Stewart, Marketing Manager Spreads at Dairy Crest, comments:

“The dairy free market has seen huge expansion over recent years in categories such as milk alternatives, but this growth has yet to be fully unlocked within the Butters & Spreads category. Research inidicates 12% of the UK population claim to avoid dairy, due to intolerance or a healthy lifestyle choice. We feel that Vitalite is perfectly positioned to lead the way in this dynamic sector.

There is often a perception that consumers have to make a compromise on taste when choosing Free From products. Vitalite positively embraces its dairy free proposition rather than treating it as a necessary compromise and we believe our recent recipe reformulation delivers a great tasting product, allowing consumers the freedom to feel good about choosing Vitalite.”

The re-launch of Vitalite will be supported with over £1m through the line marketing investment in 2016. New packaging and improved taste profile will start to roll out in store from 14th March.

The Vitalite brand is currently worth over £4.5m.