Flora ProActiv has launched a 40% extra free version of its 250g light variant - a 350g tub for the same price (rrp £1.90).

The brand is marking the promotion on pack with a 40% extra free flash on pack. Flora ProActiv says it aims to encourage consumers to take control of their own health by incentivising consumers to trade up and try the product in a new format. 

Flora ProActiv brand manager at Unilever UK Albane Jeanbin said: “We’re keen to encourage more consumers to include Flora ProActiv as part of a balanced diet and offering them more for their money is an effective way to do this.

“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. 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.”

The launch follows the success of the brand’s revamp in October last year, where the ProActiv name was strengthened with a clinically proven logo which communicates the added benefit of cholesterol lowering gained from plant sterols.

The campaign was backed by a £3.7m multi-media spend since the relaunch which sought to help lower the nation’s cholesterol through healthy eating.