Vitalite launches new brand positioning for Veganuary
Saputo Dairy UK’s dairy free spread brand, Vitalite, has launched new brand positioning and a new website to mark Veganuary.
Vitalite’s new ‘Shine Bright’ positioning is a call-to-action for consumers to focus on all-round holistic health and wellbeing, recognising the links between physical and mental health and how eating well is an important part of this.
The brand said its aim is for its consumers to “shine bright every day whilst enjoying the plant-based deliciousness of Vitalite” as part of a healthy, balanced diet.
The new brand position incorporates Vitalite’s new product packaging. The new design includes an array of complementary rich, natural colours to increase visual appeal on the shelf and futureproof the brand, as well as featuring Vitalite’s ‘Plant Based Deliciousness’ strapline, emphasising the taste credentials of the dairy free spread.
Vitalite has also launched a brand-new website for Veganuary. Designed to be more user friendly, and in line with the Shine Bright positioning, the website will include new recipes and helpful guides for customers.
Lissie Bernard, brand manager for Vitalite said Since Vitalite became dairy free 20 years ago, it has 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.”
On social media, Vitalite will be using organic content and brand partnerships to engage with over its 40k+ dairy free and vegan followers during Veganuary.
The brand will showcase versatile meal ideas and how-to guides on their social media pages, as well as collaborating with CRACKD and Cathedral City Plant Based to run giveaways and joint recipes to make participating in Veganuary even simpler for consumers.
According to the brand, appetite for dairy free spreads is at an all-time high and purchased by over 24% of UK households up 11% from last year. The category is valued at £97m, a growth of 58% in the 52 weeks to 30 October 2022.
Vitalite is now worth £15m and saw revenue growth of 18% in the last year.
