UK: Unilever launches "premium" Bertolli spread
By Dean Best | 27 June 2012
- Bertolli Gold to "add value" to spreads sector in UK
- Unilever has faced questions over spreads business
 |
Unilever to spend GBP2.5m on marketing Bertolli Gold |
Unilever is to introduce a "premium" spread under its Bertolli brand that it hopes will add value to the category in the UK.
Bertolli Gold, which will be available in September, "taps into the current trend for products that offer a quality taste combined with health credentials", brand manager Kieran Danaher said.
Unilever said Bertolli Gold has 40% less saturated fat than spreadable butter and would have an RRP of GBP2.40 (US$3.73) for a 400g tub.
The company has faced questions from analysts over the growth prospects for its spreads business. However, CEO Paul Polman said in March spreads remained "a very, very important cash contributor" to Unilever.
In January, Unilever relaunched spreads brand Unilever in the UK to create a better-tasting product.
Bertolli goes for Gold
Bertolli, the number one olive-based spread from Unilever UK, is driving value into the £1.2 billion Butters and Spreads category with the launch of a new product - Bertolli Gold.
Available for retailers to purchase from 3rd September, Bertolli Gold combines the rich taste of butter with the natural goodness of Bertolli’s finest Mediterranean olive oil. Reflecting the Mediterranean tradition of naturally good food and a healthy balanced diet, Bertolli Gold provides the consumer with a healthy yet tasty product boasting 40% less saturated fat than spreadable butter.
Kieran Danaher, Brand Manager for Bertolli at Unilever UK comments: "The new Bertolli Gold taps into the current trend for products that offer a quality taste combined with health credentials.
"Bertolli is currently worth £49 million and is in 10% positive growth. Bertolli Gold is bringing value into the Butters and Spreads category by providing a premium olive oil offering which encourages consumers to trade up."
Available in a 400g tub, the product is packaged in a luxury transparent tub for a premium feel which offers stand out on shelf.
The launch of Bertolli Gold will be supported by a £2.5 million marketing spend featuring TV, print, digital and sampling. The TV advert will launch in October.
The RRP of Bertolli Gold is: £2.40* and it is available in cases of 16.
Original source: www.unilever.co.uk
Sectors: Dairy, NPD & innovation
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