Saputo Dairy UK’s dairy-free spread brand Vitalite has launched a new brand positioning, packaging and website to mark Veganuary, as well as the brand’s 20th anniversary.

Vitalite’s ‘Shine bright’ positioning is a call to action for consumers to recognise the link between healthy eating and good physical and mental health.

Meanwhile, the new packaging features natural colours to increase on-shelf appeal and highlight its ‘plant-based deliciousness’ strapline.

In addition, the new website includes new recipes and guides for customers.

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The rebranding comes as dairy-free spreads are purchased by 24% of UK households, up from 11% last year. The category is worth £97m, having grown by 58% in the 52 weeks to 30 October 2022, with Vitalite with £15m.

Lissie Bernard, brand manager for Vitalite, said: “Since Vitalite became dairy free 20 years ago, we have seen a considerable uplift in shoppers trialling plant-based products and Veganuary has played a huge part in that shift. The reach and appeal of the event has grown massively year on year, with Veganuary 2022 inspiring nearly 630,000 people to try vegan – a huge rise from the 3,000 taking part at its launch less than 10 years ago.

“For Vitalite this brings a great opportunity to spread some dairy-free joy and encourage shoppers to uncover a world full of plant-based deliciousness. We know that many trialling a vegan diet during Veganuary find the experience a positive one, with 80% of participants going on to eat more than 50% less meat, dairy and eggs six months after taking part. The opportunity to influence consumers’ long term product choices at this time of year is huge.”

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