DAIRY CREST LAUNCHES LIGHTER 1KG SPREAD
Dairy Crest expands the Clover portfolio with lighter 1kg spread.
Dairy Crest’s number one dairy spread brand, Clover – worth £80m – and growing by 3% in value year-on-year, is expanding its range with the launch of Clover Lighter 1kg.
The launch makes up part of the £5million support for the brand in 2010 complimenting the TV and press activity in place as well as a bespoke e-crm and direct mail support.
Clover is positioned in the middle of the butters and health spreads category by offering consumers the opportunity to have both taste and health.
Clover Lighter is worth £10million and now accounts for thirteen per cent of total Clover value sales.
It also capitalises on current macro trends, health and everything in moderation.
Nathan King, Dairy Crest’s Head of Marketing for Butters & Spreads, comments:
“We are really excited to offer our consumers Clover Lighter 1kg as part of the next stage in driving Clover’s growth.
It combines the great Clover taste that consumers love but with a reduction in fat. We really want to realise Clover’s full potential and drive category growth with the launch of Clover Lighter 1kg.”
The launch aims to encourage current Clover Lighter buyers to trade up to a bigger tub, increasing their weight of purchase and also to attract larger households to help grow the brand.
Currently the Lighter variants are driving the Dairy Spreads growth ahead of the BSM category, as consumers are becoming increasingly health oriented but still wish to experience the taste that usually comes accompanied with calories.
The Lighter 1kg spread is on shelves now in major supermarkets.
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