Flora is the UK’s No.1 spread brand. But with the entire category in decline and consumers moving back to butter, Flora didn’t just need an evolution, it needed a revolution.
Over the last few years, consumers have become more and more aware of what’s in their food and where it comes from. Our attitude to food and the way we consume food is ever evolving but the margarine category appears to have stood still. So with all the negative press around its content, it was time to dig deep, unearth the power of Flora’s ingredients and reveal its inner goodness.
The truth is, Flora is predominantly made from simple, core and nutritious ingredients like sunflower, rapeseed and linseed plant oils, but they’d never been celebrated. They’re also rich in omega 3 and 6 – two essential ‘good fats’.
Our aim was to help mums see Flora differently and to have a place in the diets of her healthy happy family - now and in the future.
We set out to understand the source, heritage and journey of Flora and its expertise, together with its advantage on health.
We began by information gathering, speaking with the people who matter most to the success of Flora. Loyal and lapsed consumers, switchers, key stakeholders & key opinion formers - business - to gain deeper insights and thoughts into the brand and the category as a whole.
Nutritionists: to understand the health value of ingredients and nutritional facts about plant based diets.
Chefs: to understand the benefits & versatility of Flora and how to use it to optimise health and flavour.
Farmers: to understand the journey of seed to oil. How crops are sown, nurtured, harvested and pressed to maintain full flavour and nutritional value.
With all the facts to hand, we facilitated co-creation workshops to uncover other hidden truths behind the ingredients and the love & passion that goes into producing Flora.
By collaborating with the wider brand team we brought our ideas to life through a number of expressions.
These eventually led to the creation of unique & ownable visual assets and a new packaging look across all variants. We even worked closely with the ATL agency to ensure visual consistency.
The end result brought the brand and brand portfolio back to its heartland. A spread with good fats, a great taste and traceable provenance – all of which celebrate the importance of plant-based ingredients to meet growing consumers needs.
The early signs of the Flora relaunch are extremely promising, reaching additional 1 million UK households!
Hot on the heels of the Flora relaunch comes the dairy free variant, Flora Freedom, with all the greatness of Flora but without the buttermilk.
With more and more people turning to plant-based diets and seeking out healthier lifestyle choices, dairy-free products are on the increase. Flora Freedom has responded to this consumer demand. It’s approved by the vegan and vegetarian society but it’s not just for people with an allergy or intolerance. It’s for anyone who wants a tasty, natural and healthy alternative.
Made from 100% plant oils, it is fast gaining a foodie following as one of the best dairy-free spreads on the market, five star rated by free-from supporters and dairy lovers alike for its outstanding taste.