Vitalite launches new brand positioning for Veganuary

Saputo Dairy UK’s dairy-free spread brand, Vitalite, has launched new brand positioning and a new website to mark Veganuary.

Vitalite’s new "Shine Bright" positioning is a call-to-action for consumers to focus on all-round holistic health and wellbeing, recognising the links between physical and mental health and how eating well is an important part of this. The brand’s aim is for its consumers to shine bright every day whilst enjoying the plant-based deliciousness of Vitalite as part of a healthy, balanced diet.

Embodying the new brand position, and already on shelf in stores, is Vitalite’s new product packaging. The new design includes an array of complementary rich, natural colours set to increase visual appeal on the shelf and futureproof the brand, as well as featuring Vitalite’s "Plant Based Deliciousness" strapline, emphasising the taste credentials of the spread.

Veganuary marks the start of an exciting year for Vitalite, as the brand celebrates 20 years of being dairy free in 2023.

Appetite for dairy free spreads is at an all-time high and purchased by over 24 per cent of UK households up 11 per cent from last year. The category is valued at £97m, a growth of 58 per cent in the 52 weeks to 30 October 2022.

Vitalite is now worth £15m and saw revenue growth of 18 per cent in the last year.

RRP £2