Flora moves to 100% plant-based products

Flora Original

Flora has reformulated its Original, Light, Buttery and Dairy Free spreads to become entirely plant-based and containing no artificial preservatives, colourings or flavourings.

The brand relaunch is supported by a “substantial” marketing campaign, including a new TV ad that airs later in 2019.

The reformulation taps into a growing consumer trend for plant-based diets, which has seen a 300% increase in the last year alone. The UK’s 3.5m consumers who identify as vegan are also targeted.

The activity is Upfield UK’s first substantial investment since acquiring Flora back in 2018.

Steven Hermiston, General Manager UKI for Upfield, said: “Plant-based nutrition is at the heart of the Upfield business and Flora, with its plant goodness, is set to lead the charge and marks a key moment for us and the wider category.”

Flora’s Original, Light, Buttery and Dairy Free variants are available in 500g packs with an RSP of £1.99. One-kilogram packs of Original, Light and Buttery RSP at £3.60, while Original and Light are also both available in 250g packs, RSP £1.20.

For further enquiries, retailers can visit upfield.com or email ask@upfield.com.

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