Dairy Crest launches Clover Light with No Artificial Ingredients
Dairy Crest has undertaken a recipe reformulation of its Clover Light Spread to re-launch with no artificial ingredients.
The tastiest light spread1 with 60% less saturated fat than butter, Clover Light now contains absolutely no artificial ingredients whilst continuing to deliver its deliciously distinctive Clover buttery taste. The new recipe formulation also brings an enhanced buttermilk content (increased from 16% to 40%), making it the perfect choice for families who prefer a healthier alternative to butter, but with no compromise on taste.
The renovation of Clover Light, which follows the relaunch of Clover Original with No Artificial Ingredients in 2015, has been undertaken in response to the enduring consumer trend towards more natural, unprocessed products and delivers a simpler recipe, made from fewer ingredients. A category first within Reduced Fat Spreads, the relaunch is the result of extensive and complex technical development which has seen Dairy Crest R&D teams collaborate with experts in the field over a period of several years.
Emilie Grundy, Senior Brand Manager Spreads at Dairy Crest, explains “The Reduced Fat Spreads category is sizeable but has suffered from eroding interest over recent years as consumers are increasingly unwilling to compromise on taste & naturalness, key drivers of consumer choice within butters & spreads.
“To date there has been no Light solution in the market2 that has allowed them to cut down on fat without a compromise to the ingredient deck. Our renovated Clover Light product does just that, with a fantastic quality recipe and absolutely no artificial ingredients. To achieve this claim for a reduced fat spread carries huge technical complexity and is a real testament to the skill and dedication of our R&D experts of whom we are hugely proud! In our extensive taste testing Clover Light came out on top amongst all the light spreads tested and we have strong expectations of the relaunch, which builds from the strong base of our Clover brand performance.”
The new Clover Light recipe with no artificial ingredients will land on supermarket shelves from early September.
As the only major spreads brand with no artificial ingredients Clover is perfectly placed to meet consumer demand for simpler, less processed solutions, while also offering shoppers a more attractive price point than butter. Following on from its success in winning Spreads category Product of the Year in 2017, Clover has delivered another strong year of volume and revenue growth at 5% and 7% respectively3, with both the Original and Light SKUs contributing. The brand, now worth £75.8m3 and purchased by 27% of UK households4, has clearly positioned itself as the leading UK dairy spread with 20.5% share of the spreads market volume (+0.8% vs YAGO)3, and continues to recruit new shoppers.
- MSU sensory panel and consumer benchmarking research 2016-2018. Comparison of top leading spreads. Data used: overall predicted liking score.
- Excludes Dairy Free Spreads.
- IRI Total Grocers + Kantar Discounters & Bargain Stores 52we 14 Jul 2018.
- 4. Kantar World Panel 52we 15 Jul 2018.