Skip to content
Search
AI Powered
Latest Stories

Vitalite updates packaging with plant-based messaging

Vitalite updates packaging with plant-based messaging

Saputo Dairy UK has unveiled a new packaging design for its dairy free spread brand, Vitalite.

From January 2021, 500g tubs of Vitalite Dairy Free now bear secondary "plant based deliciousness" messaging in response to growing consumer appetite for plant-based diets, which has seen 15 per cent of Brits reduce their dairy or egg intake since the start of the COVID-19 pandemic [1].


The design has also been modernised, dialling up taste cues and improving shelf standout. Side of pack copy, highlighting key functional and nutritional benefits, has also been added.

"We’ve seen continued evolution in consumer attitudes to health and well-being over the past 12 months, heightened by the COVID-19 pandemic," explains Emilie Grundy, Butters & Spreads Marketing Controller at Saputo Dairy UK. "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."

Latest industry estimates suggest that vegans and vegetarian will make up a quarter of the British population by 2025, and flexitarians just under half of all UK consumers [1].

"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," Grundy continued.

"Made with sunflower oil since its launch in 1983, Vitalite has a strong heritage as a great tasting, plant-based spread – we want to remind shoppers of this, to help make their dairy free choice both easy and delicious."

Valued at £11.2m [2], Vitalite continues to lead in the sector, driving volume growth ahead of Total Dairy Free Spreads (+7.9% volume, vs sector +1.8% volume) [3].

[1] The Vegan Society

[2] IRI Total Grocers + Kantar Worldpanel Discounters 52we 5th Sep 2020

[3] IRI Total Grocers 24we 31st Oct 2020

More for you

A woman enters the Selfridges department store

A woman enters the Selfridges department store on December 13, 2024 in London, England

Photo by Leon Neal/Getty Images

Retail faces mixed fortunes in 2025 amid cost pressures, AI opportunities, and high street revival


The UK retail sector is bracing for a challenging but opportunity-filled 2025, according to Jacqui Baker, head of retail at RSM UK. While the industry grapples with rising costs and heightened crime, advancements in artificial intelligence and a revival of the high street offer potential pathways to growth, she said.

Keep ReadingShow less
unsafe soft drinks seized in Southend

Unsafe soft drinks seized in Southend

Photo: Southend-on-Sea City Council

1,100 unsafe soft drinks seized in Southend safety crackdown

Southend-on-Sea City Council officials have secured food condemnation orders from Chelmsford Magistrates Court, resulting in the seizure and destruction of 1,100 unauthorised soft drinks.

The condemned drinks, including Mountain Dew, 7-UP, Mirinda, and G Fuel energy drinks, were found during routine inspections of food businesses across Southend by the council’s environmental health officers.

Keep ReadingShow less
Charity Super.Mkt at Brent Cross Shopping centre in north London

A customer browses clothes inside Charity Super.Mkt at Brent Cross Shopping centre in north London on, December 17, 2024

Photo by JUSTIN TALLIS/AFP via Getty Images

Brits kindle Christmas spirit with second-hand gifts

Bursting with customers one afternoon the week before Christmas, a second-hand charity shop in London's Marylebone High Street looked even busier than the upscale retailers surrounding it.

One man grabbed two puzzle sets and a giant plush toy as a present for friends, another picked out a notebook for his wife.

Keep ReadingShow less
Nothing is more important than your Mental Elf

Nothing is more important than your Mental Elf

Lancashire Mind’s 11th Mental Elf fun run was its biggest and best yet – a sell-out event with more than 400 people running and walking in aid of the mental charity, plus dozens more volunteering to make the day a huge success.

The winter sun shone on Worden Park in Leyland as families gathered for either a 5K course, a 2K run, or a Challenge Yours’Elf distance which saw many people running 10K with the usual running gear replaced with jazzy elf leggings, tinsel and Christmas hats.

Keep ReadingShow less
A woman walks past a window display promoting an ongoing sale

A woman walks past a window display promoting an ongoing sale, on December 13, 2024 in London, England.

Photo by Leon Neal/Getty Images

Retail sales disappoint before Christmas

UK retail sales rose less than expected in the runup to Christmas, according to official data Friday that deals a fresh blow to government hopes of growing the economy.

Separate figures revealed a temporary reprieve for prime minister Keir Starmer, however, as public borrowing fell sharply in November.

Keep ReadingShow less