Dairy Crest has announced it is pulling its blended seed-based spread Clover Seedburst off shelves after performance fell “behind expectations”.

The firm said Clover Seedburst was part of a category that “succeeded in some European markets but unfortunately failed to find traction with UK consumers”.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more

The product was launched in 2012 and targeted at the “health-focused” shopper with its proposition of a mix of seven seeds and whole grains and 70% less saturated fat than butter.

“The performance of Clover Seedburst behind expectations is naturally disappointing; however it is a market reality that not all NPD succeeds,” the firm added.

See Also: