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.

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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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