UK's St. Ivel to Relaunch with Better Butter Taste

Last week, we learned that UK processor St. Ivel Provisions is planning a major relaunch in its spread brand that will be supported by major marketing campaign. A new version of St. Ivel Gold will use semi-skimmed milk and is said to have a more butter-like taste.

The marketing side of the story was covered by UK's Marketing Week. A source inside the company said research showed that consumers found the taste unsatisfactory, and that "more buttery products" had led to three years of declining sales for the spreads.

The marketing campaign features new packaging and, the UK media said, television commercials "showing a woman walking down a supermarket aisle hearing technical jargon such as lypo- proteins" and features the tagline, "'half the fat, all the taste and none of the jargon."

Reports said the packaging of the St. Ivel Gold brand will drop the current gold cross for graphics showing milk being poured into a yellow swirl of spread on a blue background.

Edited by Bob Sperber