Healthy spread relaunches in UK

Related tags Veganism

Pure, a non-dairy spread which has taken the UK yellow fats market
by storm over the last three years, is to be relaunched with a new
pack design to give it greater on-shelf stand-out.

The Pure brand of dairy-free spreads have been relaunched in the UK with a new pack design. Pure, claimed to be the second fastest growing brand in the yellow fats sector by owners Matthews Foods, has included "lifestyle images" on its packs to highlight the beneficial effect of the sunflower and soya spreads.

The new packs will appear in all major supermarket and health food stores across the UK during October, and are said to be "bold, bright and fun featuring a space hopper on Pure Sunflower, a bicycle on Pure Soya and a swimmer on Pure Organic creating instant recognition and shelf stand-out across the brand"​.

The relaunch follows an extensive survey of shoppers carried out during the summer. "During a major consumer research study we found that although the product benefits of Pure appeal to mainstream consumers, many had not seen the product on shelf,"​ said Dave Coulson, marketing director for the Pure​ brand.

"We also wanted to create more cohesion across the range. We chose lifestyle images that fit with the brand personality of Pure and that everyone can relate to. The choice of bold and vibrant colours are important to give Pure a warm and modern feel."

Coulson said that Pure had always strived to be different from the rest of the pack. Launched three years ago, the Pure Organic brand packaging was one of the first to break from the traditional greens and browns associated with organic products, opting for a blue tone instead, Coulson said. The gamble appears to have paid off - the company claims that Pure Organic is now the UK's best selling organic spread with a 54 per cent share of value sales in the organic sector.

All three spreads in the Pure range are made without genetically modified ingredients, hydrogenated oils, artificial colourings, flavourings or preservatives, and area also dairy- and gluten-free. Pure spreads are suitable for vegetarians and vegans, and all packs carry the Vegan Society logo.

The company said that Pure had achieved "phenomenal success"​ over the last few years, especially as the yellow fats category is one which has shown a slow decline over the same period. Pure has grown 46 per cent year-on-year, Coulson said, making it the second fastest growing brand in yellow fats, and it now accounts for 81 per cent of the dairy-free spreads market by volume, according to Taylor Nelson Sofres data cited by the company.

The relaunch of the brand will be supported by advertising in national consumer magazines with the theme 'Discover a purer you' to appeal to a wide consumer audience. A national in-store sampling campaign will take place during November across Tesco, Sainsbury's, Safeway, Waitrose and Asda stores.

A 500g tub of Pure Sunflower retails for 95p, Pure Soya for 79p and Pure Organic for £1.49.

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