Flora launches £12.5m ‘Powered by Plants’ rebrand

Spread brand Flora has repositioned itself to consumers with a ‘Powered by Plants’ campaign drive, dovetailing with the launch of dairy-free variant Flora Freedom, as it seeks to burnish its health credentials.

The re-launch will see Flora champion its plant-based ingredients including rapeseed, sunflower and linseed oils –all of which are rich in Vitamin E, Omega 3 and 6 whilst also catering for the 12 per cent of UK households with a dairy allergy or intolerance.

James Brennan, Flora marketing manager at Unilever UK, commented: “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. Over the course of this campaign we look to support Mums as they build their healthy, happy families.

“The Flora Freedom dairy-free variant is a delicious tasting spread that ensures that those who have an intolerance or allergy, or simply want to choose Free From products, can enjoy a great tasting spread.”

Modernised tub designs will be rolled out across Flora Original, Flora Buttery, Flora Light, Flora Gold and Flora Cuisine ranges backed up by a £12.5m campaign will include a new TV advert set to debut on 15 February.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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