Unilever Bestfoods is spreading its Flora umbrella over very low fat spread Delight Diet which is to be re-branded as Flora Diet. The first stage of re-branding begins next week when Delight Diet packs will sport a label and money-off coupon which, when peeled away, reveals the Flora name and logo underneath. Stage two is a direct mail campaign with more money- off coupons. Re-branding should be complete by October. Business group director Neil Kimberley said Flora Diet would have a stronger profile than Delight Diet. He said the spread would have the lowest fat content of any branded spread on the market. The newcomer joins Original, Light, Buttery, Low Salt and pro.activ in the Flora stable. It will benefit from the £27m media spend on the brand this year, which has included the Flora pro.activ campaign, fronted by Olympian Sir Steve Redgrave, and sponsorship of the London Marathon. {{MARKETING - P&P }}

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