Dairy Crest has extended its Vitalite dairy free spread brand with the launch of new Vitalite Coconut (rrp £1.30).

Coconut has become the fastest growing flavour trend in the UK, with household penetration of coconut-based products rising to 8.8% (Kantar Worldpanel). Positioned to capitalise on this growth, Vitalite Coconut aims to appeal to both consumers with a dairy intolerance and to the increasing number of consumers adopting free from products as a lifestyle choice.

With a hint of coconut taste, the new dairy free spread lends itself to a wide variety of usage occasions such as cooking, baking or simply spreading on toast.

Neil Stewart, marketing manager spreads at Dairy Crest, said: “Dairy free continues to represent an exciting area of growth within spreads. With the recent appetite for coconut-based products showing no signs of abating, we are confident that Vitalite Coconut will deliver a great tasting new flavour profile for shoppers already within the sector whilst helping attract new shoppers into dairy free spreads.”