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The Grocer Talking Retail

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Upfield revamps Flora range in vegan-friendly push

Former Unilever spreads business Upfield has reformulated and relaunched its Flora portfolio as part of a pivot towards 100% plant-based ingredients.

The revamp is the first major investment in the Flora brand since private equity group KKR acquired what would become Upfield from Unilever in December 2017, and will be backed by a “substantial” marketing campaign later this year, it said.

Upfield has removed all traces of dairy from the revamped range, while its taste profile had also been improved, it claimed. Flora’s new packaging also heralded a return of the sunflower motif to play up the brand’s plant-based credentials. 

The shake-up means all four of the brand’s variants – Flora Original, Flora Light, Flora Buttery and Flora Dairy Free– are now suitable for vegans. Flora Dairy Free is also specifically suitable for those with an allergy to dairy ingredients due to its segregated manufacturing process. A small amount of buttermilk had been present in all but the brand’s dairy-free lineup previously.

Source: The Grocer Mar 19 | Competitor News | What's Trending