Kerry revamps Pure dairy-free spreads, launches new variant

Kerry Foods has overhauled its Pure dairy-free spreads range in the UK with a refreshed look, alongside the addition of a new baking product.

Featuring colourful bursts to showcase each variant’s hero ingredient or purpose and a green halo over the logo, the new look has been created to better reflect the brand’s “pure and simple” dairy-free credentials.

Kerry Foods is aiming to gather momentum with NPD, promotions and better visual stand-out, but there has been no change to the original Pure recipes.

“Consumer feedback has been that they like our spreads, but that it was time for a fresh and modern new look to better reflect what Pure stands for,” said senior category manager, Jessica Hamilton.

“Pure was the original dairy-free spread in the category and we are proud of our clean, simple recipes and sustainability credentials, and the new packaging design better reflects this.”

Adding to its core range of Sunflower, Olive and Soya spreads is Perfect Baking, a new product “for exceptional dairy-free baking results”.

Kerry said a higher fat content in Perfect Baking ensures the product delivers a rise in cakes, fluffy buttercreams and buttery biscuits and pastries.

Hamilton added: “It allows consumers to achieve the kind of baking results that had previously only been possible from dairy-containing products to date. This meets an unmet consumer need and plays on the trend towards vegan and dairy-free, the fastest growing area of the category.”

The core Pure range is now available in UK retailers, with Sainsbury’s, Morrisons, Waitrose, Asda and Ocado supporting the relaunch with £1 promotions throughout August and September.