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New non-dairy Flora spread introduced


By Jim Cornall+


Flora Freedom is the latest addition to the Flora range.
Flora Freedom is the latest addition to the Flora range.

Flora, Unilever UK’s spreads brand, has announced a $17.8m (£12.5m) brand repositioning campaign, ‘Powered by Plants,’ and a new dairy-free variant, ‘Flora Freedom.’

The ‘Powered by Plants’ campaign will highlight all of the plant-based ingredients that blend together to make Flora. These include rapeseed oil, linseed oil and sunflower oil, which are rich in vitamin E, high in omega 3 and 6, and lower in saturated fat than butter. Flora is also free from artificial flavors and colors.

The relaunch will run across all Flora core variants, including Flora Original, Flora Buttery, Flora Light, Flora Gold and Flora Cuisine, and will feature new designs.

Flora Freedom

Flora is further supporting its reposition with the launch of the new dairy-free Flora Freedom. The new spread will be available at the same price, $2.43 (£1.70 RRP for 500g) as the other Flora products.

The company said that while 12% of UK households have a suspected dairy allergy or intolerance, only 1% of the spreads market is dairy-free.

James Brennan, Flora marketing manager said: “Celebrating the plant-based ingredients in Flora and the resulting health benefits will reposition the brand back to its heartland of being a healthy alternative to butter.” 

2 comments (Comments are now closed)

Trial and error

Hi Derek, I think it's going to have to be a case of trying it and seeing how it compares to your current product. You'll be able to compare the labels for ingredients and nutritional information. I admit I haven't seen it in the local supermarket yet.

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Posted by Jim Cornall
28 January 2016 | 09h452016-01-28T09:45:56Z

flora freedom

how will flora freedom compare with flora pro active which I use now

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Posted by derek wright
28 January 2016 | 09h242016-01-28T09:24:39Z

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