Flora targets home bakers with its first block

Flora this week unveiled its first-ever block format as part of a Unilever drive to better tap the £1.8bn home-baking market ahead of Easter.

Flora Great for Baking went on sale on 1 April (rsp: £1 for 250g). It can be used straight from the fridge and has 50g markers on the packaging alongside a cupcake design and recipe.

Unilever is supporting the launch with a £2.4m campaign including TV, digital and radio.

Patty Essick, Unilever UK brand building director for spreads, said research suggested 20% of existing Flora Buttery users preferred a block format for baking. The home-baking market has grown 37% over the past five years to £1.8bn [Nielsen 1 February 2014].