Dairy Crest, the UK dairy group, has launched a GBP4m (US$8m) marketing campaign behind its Utterly Butterly brand.

The company has undertaken something of a brand revamp with redesigned packaging, the launch of an omega-3 variant and a TV ad push in the offing.

Utterly Butterly will also contain reformulated lower saturated fat levels in order, Dairy Crest said, to meet growing health concerns among UK consumers.

The omega-3 product will hit shelves this month, with the ad campaign airing in the autumn.