Dairy Crest is aiming to reinvigorate the BSM Category this July with the launch of Clover Seedburst, the UK’s first spread with added seeds and whole grains.
Dairy Crest hopes Clover Seedburst will attract new shoppers into the Clover brand (currently worth £99.7m), appealing to more health-focused consumers.
Clover Seedburst contains a blend of seven healthy seeds and whole grains(Sesame, Barley, Linseeds, Oats, Wheat, Rye and Millet) with seed oils, providing a natural source of vitamin E and beneficial oils.
With the taste of Clover and 70% less saturated fat than butter, Clover Seedburst claims to offer consumers a way to feel good about what they are eating.
Louise Pike, Dairy Crest’s Head of Marketing for Butters and Spreads, said:
“Innovation is key to category and brand growth, and as the number one dairy spread brand, we are extremely excited to be launching Clover Seedburst – a first to the UK market, adding a new dimension to the health category and offering consumers a natural way to feel good about what they are eating.”
“The UK seeded and whole grain market presents a growing opportunity and research shows Seedburst will appeal to a new audience of healthy motivated consumers, who buy into seeded products.
“Offering a unique taste and texture sensation, it is anticipated that consumers will enjoy Clover Seedburst as an additional spread within their current repertoire, contributing towards category growth”.
Clover Seedburst offers consumers a different way to consume naturally healthy seeds and grains.
The launch will be supported by a marketing campaign including press, PR, in-store sampling and activation, which aims to raise product awareness and drive trial.
Clover Seedburst is being launched to play an important role in the Clover portfolio, and the Dairy Crest BSM portfolio as a whole.
The BSM category is currently worth £1.3bn, growing at 12.4% in value.
The Clover brand is currently worth £99.7m growing in value by 13.1% YOY.