Flora tries relaunch to fight own-brand rivals

Flora margarine is being relaunched by Van den Bergh Foods to strengthen its position against own-label competitors.

Industry sources say the brand management team on the market-leading sunflower margarine want to create greater “synergy” between the product’s packaging and its advertising, through Ammirati Puris Lintas.

Since Flora was launched in 1964, a variety of additional brands, such as Kraft Jacobs Suchard’s

Vitalite and own-label spreads, have entered the 496m margarine and low-fat spreads market.

“Flora does not have the unique selling point of the Seventies and early Eighties. Polyunsaturates and a spread made from sunflower oil are nothing new today,” says an industry insider.

“If Flora is going to remain a leading-edge brand it has got to keep reappraising itself.”

Flora holds 25.7 per cent share by value and is nearly three times bigger than its nearest competitor, Diary Crest Foods’ Clover (Nielsen).

Design Bridge takes responsibility for the new packaging, previously handled by Coley Porter Bell.

A Van den Bergh spokesman refused to comment.

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