Tate & Lyle is extending its portfolio with the launch of a breakfast spread called Lyle’s Golden Spread.
According to the sugar producer, which makes Lyle’s Golden Syrup, the new format has been created after research done by TNS Family Food Panel showed an increasing number of golden syrup consumers – especially those with young families – are spreading Lyle’s Golden Syrup on to morning foods.
The 500,000 launch aims to build on this use and attract new users to the brand. A 350g glass jar has been designed that combines a friendly “Lyle the Lion” icon with the iconic green and gold Lyle’s Golden Syrup arch. To maximise on-shelf impact, the product is packed in branded shelf-ready trays of six.
Available from September with a recommended retail price of 99p per jar, the product will be supported by an integrated marketing campaign.
Though the majority of Lyle’s Golden Syrup is sold for baking, it was once marketed as a spread with the strapline “Better than Butter”. Senior brand manager Alison Ashman believes the launch takes Lyle’s back to its roots as a spread for bread and toast while bringing it up to date.