Unilever revamps margarine packaging to promote active plant ingredients

By Jenny Eagle contact

- Last updated on GMT

Related tags: Brand, Cholesterol, Nutrition

Unilever has partnered with Design Bridge design agency to change its Flora ProActiv spread packaging to promote a premium, healthy lifestyle message.

The firm spoke about its new logo, typography, visual identity and photography, focusing on the ‘Pro’ and ‘Activ’ (active plant ingredients) at Journées Francophones de Nutrition (JFN) tradeshow in Montpellier, France, last week (November 30-December 2).

Tea, margarine spreads, soups

The Unilever team at JFN

Suzanne Jouen, nutrition manager, Unilever, said it was exhibiting three brands at JFN; Lipton tea and infusions, margarine spreads and Knorr soups.

The Flora ProActiv range includes skimmed milk and vegetable oil-based soft spreads that contain added plant sterols, an active ingredient that can lower LDL (or “bad”) cholesterol​,” she said.

To promote its health claim, Unilever focused on the ProActiv brand name and identity on and off the pack by framing Pro in a hexagonal shape to represent molecular structures.

Chloe Templeman senior designer at Design Bridge said the hexagons subtly suggest the science behind 'cluster and flow’, the process by which ProActiv's plant sterols attract cholesterol molecules in clusters and flush them out of the body.

The new identity extends beyond the margarine spreads to ProActiv’s range of cholesterol-lowering products.

Larger pack format

Unilever launched the packaging in a larger format recently with an extra 40% for its Flora ProActiv 350g.

Last year, we focused on our active ingredient, plant sterols, to strengthen our message of actively lowering cholesterol and we want to continue building on this success with our new product, highlighting its healthy benefits and value for money​,” said Albane Jeanbin, brand manager, Flora ProActiv.

Our 40% extra free variant will have a greater shelf presence and help attract customers looking for a cholesterol-lowering alternative to butter at a lower price point​.”

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