Unilever has looked to emphasise the taste of the latest addition to its Fruit d'Or margarine range in France as it looks to arrest the brand's falling sales.
The company has launched Fruit d'Or Tendre Plaisir, a "gourmet margarine" it claimed would "bring new life to a category where most sales are made with products emphasising health".
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The spread contains a "unique blend of sunflower seeds, flaxseed and rapeseed" and is "rich in unsaturated fatty acids, as well as vitamins A and D", Unilever said.
Claire Trébutien, marketing director at Unilever for the margarines category in France, said sales of Fruit d'Or were falling in a category in decline.
"On the yellow fats market, the primary reason for purchase is taste, while on the margarine market, [the] main purchase driver is health. Taste versus health has become a real dilemma for French consumers and is one of the reasons for margarines de-consumption," Trébutien said.
However, she revealed Fruit d'Or sales were down 4.5% in volume terms, compared to a 2.9% drop for the category as a whole.
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By GlobalDataTrébutien said the decline in Fruit d'Or sales had been due to "more limited support" for the brand in the last year, as Unilever switched some of its attention to its Planta Fin brand, which has seen volumes rise.
"With Fruit d’Or Tendre Plaisir, our intention is to bring the 'pleasure' segment – and the brand – back to growth and bring new consumers/lapsed users back to the margarines category by showing that one can take care of its health whilst enjoying food and treating himself," she told just-food.
Fruit d'Or Tendre Plaisir is being sold in what Unilever called "transparent" packaging to attract consumers.
The group's marketing strategy includes a TV campaign starting in September. The company is also targeting artisan bakers, with plans for sampling in outlets, plus an introductory offer.
This article was updated with comments from Trébutien on 21 July.
