Sugar and sweetener company Tate and Lyle has extended its Lyle’s Golden Syrup brand with the launch of Lyle’s Golden Spread, a spread presented in a glass jar.
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The new format has been created after research showed that an increasing number of golden syrup consumers, especially those with young families, are spreading Lyle’s Golden Syrup onto morning goods, the company said.
“Our new Lyle’s Golden Spread taps into this consumer trend and takes the classic version into a more modern format that is ideal for spreading,” said Alison Ashman, senior brand manager for Lyle’s Golden Syrup. “It has all the flavour and richness you’d expect, but with a less runny texture that makes it easier to handle. It also combines convenience with flavour differentiation in the spread category, ensuring that it will have universal appeal across all age groups.
“In fact, decades ago Lyle’s Golden Syrup was actually marketed as a spread with the strapline “Better than Butter”,” she said “This new launch takes Lyle’s back to its roots as a spread for bread and toast, whilst bringing it up-to-date with modern usage occasions.”
Over recent years, Lyle’s Golden Syrup has developed a variety of brand extensions, including Lyle’s Pouring and Lyle’s Squeezy Syrups. Most recently, consumer trends indicate that consumers are starting to use Lyle’s Golden Syrup more and more as a spread.
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By GlobalData“Although the majority of golden syrup sold is for baking, usage of it as a spread is up 57%,” said Alison Ashman. “This launch aims to build on this growth and create a point of entry that will attract new users to the brand. Many consumers are trading up into branded products that offer quality and innovation, so this launch is perfectly placed to tap into this trend. Lyle’s Golden Syrup is a much-loved brand and our research shows 89% of mums would be likely or very likely to buy our new spread,” continues Ashman.”
The eye-catching 350g glass jar has been designed to combine a friendly ‘Lyle the Lion’ icon with the green and gold Lyle’s Golden Syrup arch. To maximise on-shelf impact, the product is packed in branded shelf-ready trays of six.
The new product will be available from September 2005.
