Unilever adds new products to Flora and Bertolli brands

Unilever Australia and New Zealand (ANZ) has added two new premium products to its flagship spreads brands, Flora and Bertolli.

Flora with Butter and Bertolli with Butter are being launched in Australia after successful launches in 18 overseas markets including the UK and Germany.

Unilever says new Bertolli with Butter and Flora with Butter have been launched to meet the changing tastes and preferences of consumers and combine the goodness of Bertolli or Flora margarine, respectively, with the taste of butter.

Katja Theis, marketing director foods – spreads and savoury, Unilever ANZ said: “Our heritage with our margarine brands like Flora and Flora pro-activ continues to be at the heart of our business and we will continue to support our flagship brands. However, we realised there was a gap in the market to provide for consumers who enjoy the taste of butter but want the spreadability of margarine.

“We’ve seen great success overseas. In Germany, which is similar to the Australian market in terms of product, 25 per cent of the purchase volume came from new users each month, demonstrating that people are excited to try the new blend and that there is opportunity to grow our brand loyalty. Overall the German market had a 10.8 per cent penetration rate and 43 per cent repeat rate after one year, which is an excellent result.

“We anticipate that the Australian market will see trade up of existing users who are loyal to our margarine brands but we also anticipate new users will come on board.”

The new products are on shelves now.

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