Van den Bergh Foods is spending 8m on the national launch of a new yellow fat called Dalesby’s Creamy Spread to capitalise on the growing “taste” sector of the market.
The food giant claims its latest product will not cannibalise sales of its other main “taste” spread, I Can’t Believe It’s Not Butter!, because the two are so different.
Dalesby’s contains fresh cream and will cost about the same as butter, in contrast to ICBINB! which is cheaper and, according to Van den Bergh, also appeals to health-conscious consumers.
The new spread will be in the shops from October, and will be backed by TV advertising through Ammirati Puris Lintas, a coupon drop and below-the-line support.
The brand has been given a traditional image, unlike ICBINB! which uses comic talking cows in its advertising.
Neil Garlington, Van den Bergh yellow fats business development manager, says: “ICBINB! has driven growth in the taste sector, and Dalesby’s will accelerate the trend.”
A spokesman for Van den Bergh denies the launch of Dalesby’s will mean the end of small brands such as Krona. He says: “Krona is profitable both to us and to our customers.”
ICBINB! has a value share of 4.85 per cent in the yellow fats market (IRI InfoScan, June 1996). Van den Burgh claims it is the brand leader in the taste sector.