Vitalite updates packaging with plant-based messaging


Saputo Dairy UK has unveiled a new packaging design for its dairy free spread brand, Vitalite.

From January 2021, 500g tubs of Vitalite Dairy Free now bear secondary “plant based deliciousness” messaging in response to growing consumer appetite for plant-based diets, which has seen 15 per cent of Brits reduce their dairy or egg intake since the start of the COVID-19 pandemic [1].

The design has also been modernised, dialling up taste cues and improving shelf standout. Side of pack copy, highlighting key functional and nutritional benefits, has also been added.

“We’ve seen continued evolution in consumer attitudes to health and well-being over the past 12 months, heightened by the COVID-19 pandemic,” explains Emilie Grundy, Butters & Spreads Marketing Controller at Saputo Dairy UK. “This has seen people paying closer attention to their diet and increasingly, adopting ‘flexitarian’ diets – choosing to cut down on meat and dairy while eating more plant-based foods.”

Latest industry estimates suggest that vegans and vegetarian will make up a quarter of the British population by 2025, and flexitarians just under half of all UK consumers [1].

“With this appetite for plant-based eating at an all-time high, the moment felt right to refresh our Vitalite packaging to reinforce our plant-based credentials at shelf, adding a clear front of pack claim alongside our core dairy free brand message,” Grundy continued.

“Made with sunflower oil since its launch in 1983, Vitalite has a strong heritage as a great tasting, plant-based spread – we want to remind shoppers of this, to help make their dairy free choice both easy and delicious.”

Valued at £11.2m [2], Vitalite continues to lead in the sector, driving volume growth ahead of Total Dairy Free Spreads (+7.9% volume, vs sector +1.8% volume) [3].


[1] The Vegan Society

[2] IRI Total Grocers + Kantar Worldpanel Discounters 52we 5th Sep 2020

[3] IRI Total Grocers 24we 31st Oct 2020