Flora Freedom renamed in brand revamp

Unilever has unveiled a second packaging refresh for its Flora brand in less than two years and rebranded Flora Freedom as Flora Dairy Free.

The new packaging launched this week with a “simple, premium and contemporary design”, Unilever said. Flora Dairy Free will become part of a core Flora range alongside Original, Buttery and Light.

Individual health benefits and the USPs of each variant are also called out on-pack, as the brand seeks to tap into health-conscious consumers looking for alternative spreads.

Unilever - which has put up its spreads division for sale - launched Flora Freedom in January 2016. It said Flora Freedom’s flavoured variants would be unaffected.

“We are proud of the plant-based goodness that goes into every tub of Flora, which is why we have decided to completely refresh our packaging,” said Flora senior marketing manager Clare Preedy.

“The new style is set to reinforce the health, quality and taste attributes of Flora, to enhance its appeal to existing brand fans as well as attract the growing number of people turning to increasingly free-from diets within the UK .”