UK’s Dairy Crest re-designs packaging for Clover brand

19 December 2016 (Last Updated December 19th, 2016 18:30)

UK-based Dairy Crest has re-designed the packaging of its Clover brand, which is to be launched by this month end.

UK’s Dairy Crest re-designs packaging for Clover brand

UK-based Dairy Crest has re-designed the packaging of its Clover brand, which is to be launched by this month end.

The new design has been developed to depict the essence of Clover’s products and make the brand stand out on retail shelf.

Clover has also undergone a full pack re-design to highlight the company’s recipe, which is made from fewer ingredients.

"The new packaging has performed well in consumer research, having strong stand out and driving increased consideration.”

Dairy Crest spreads marketing manager Neil Stewart said: “Taste remains the primary driver of product choice within the butters & spreads category and is a key strength for our Clover brand.

“With more buttermilk than any other spread, our product has a delicious buttery taste that continues to be liked by consumers significantly more than all other leading spreads yet contains just half the saturated fat of butter.

“Since moving to our ‘nothing artificial’ recipe last September, we have been winning new shoppers and growing share, but we believe there is further growth to be unlocked through growing awareness of our great taste. The new packaging has performed well in consumer research, having strong stand out and driving increased consideration.”

Last October, Dairy Crest announced its new Clover spreads with no artificial ingredients.

Dairy Crest currently has four main consumer brands and annually purchases around 500 million litres of raw milk to manufacture its products.


Image: Newly designed Clover pack. Photo: courtesy of Dairy Crest.