‘Rancid’ new Flora margarine recipe sends butter sales soaring
A ‘disgusting’ reformulation of Flora margarine has prompted consumers to flock away from margarine toward real butter, according to new research published in the Grocer.
Since Unilever altered its popular Flora brand last year sales of ‘healthy’ margarine have fallen by 3.3 per cent; whilst block butter and spreadable butter rose by 8.7 per cent and 6 per cent respectively according to research conducted by Kantar Worldwide.
This was backed up by research from analysts IRI which found that Flora lost £24.2m in sales amidst a consumer revolt over the ‘disgusting’ new recipe.
A new lower fat version of the margarine brand precipitated a consumer backlash with many up in arms over its oily consistency and artificial taste, leading many shoppers to bin full tubs.
This backlash has prompted Unilever to reintroduce the old recipe despite having spent £29m on marketing and manufacture of the new spread over the past 17 months.
Stuart Ibberson, of Arla Foods, owner of two of the fastest growing spreads Anchor and Lurpak said: “Consumers are moving towards more natural products, away from products such as margarine that are often packed full of additives,"