Flora plots ads after formulation u-turn

Unilever is to run a marketing campaign to promote Flora’s return to “the taste consumers love” after making a u-turn on a new taste and healthier formulation introduced 18-months ago. 


The reformulation was part of a £30m investment in the brand which included a £10m marketing campaign as well as a new manufacturing process designed to make Flora and Flora Light healthier and tastier.

In a trade ad aimed at retailers and grocers the brand says: “We’ve listened – Flora is bringing back the taste we know your shoppers love.”

Activity under the “Back to the taste you love” campaign will include sampling, coupons, print ads and a money back guarantee if customers are still not satisfied with the taste.

The brand will revert to the original Flora taste later this year.

In its first quarter financial update Unilever admitted marketing for its spreads and oils division needed to improve.

Unilever recently reappointed Adam & Eve/DDB to handle the brand’s £11m UK account.

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