Dairy Crest announces Clover redesign

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Dairy Crest has announced a new pack design for its leading dairy spread brand, Clover.

Hitting the shelves from late December, the new-look Clover packs have been redesigned to emphasise the brand’s simpler recipe, made from fewer ingredients, without compromise on taste.

The new design brings to life the Clover meadow to connote rich dairy pastures and buttery taste cues and drive stand out on shelf.

Neil Stewart, spreads marketing manager, said: “Taste remains the primary driver of product choice within the Butters & Spreads category and is a key strength for our Clover brand. With more buttermilk than any other spread, our product has a delicious buttery taste that continues to be liked by consumers significantly more than all other leading spreads1 yet contains just half the saturated fat of butter.

“Since moving to our ‘nothing artificial’ recipe last September we have been winning new shoppers and growing share, but we believe there is further growth to be unlocked through growing awareness of our great taste. The new packaging has performed well in consumer research, having strong stand out and driving increased consideration.”

Since its re-launch in September 2015 with a new recipe containing no artificial ingredients, Clover has outperformed the Spreads sector and has won 75,000 new shoppers in the latest year according to Kantar World Panel (Nov 2016).

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