Vitalite adds plant-based messaging to dairy-free tubs

The brand’s 500g tubs will now feature a “plant-based deliciousness” messaging in response to “growing consumer appetite for plant-based diets”, which Saputo Dairy said has seen 15% of consumers reduce their dairy or egg intake since the start of the Coronavirus pandemic.

The overall pack design has also been updated to highlight “key functional and nutritional benefits”.

Emilie Grundy, butters and spreads marketing controller at Saputo Dairy UK, said: “We have seen continued evolution in consumer attitudes to health and well-being over the past 12 months, heightened by the COVID-19 pandemic.

“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.

“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.”