Flora, known for its extensive plant-based spread expertise, is aiming to redefine its identity at the age of 60 by branching into new territories. With its transition to a fully vegan brand in 2023, Flora is broadening its reach with innovative dairy-free options and engaging marketing strategies. This evolution is part of a larger rebranding effort by its parent company, now Flora Food Group, to emphasise sustainable, nutritious plant-based foods.
Flora has introduced a variety of products, including a plant-based Smoked Garlic butter, which has quickly gained popularity. Ian Hepburn, the UK marketing director, highlights the demand for flavoured butters, foreshadowing an expansion into more trending flavours. The Smoked Garlic butter has performed on par with leading brands like Lurpak in terms of sales at Sainsbury’s, a promising indicator for Flora.
A significant element of Flora’s expansion is the introduction of plant cream to retail markets, previously limited to food service since 2020. This product eliminates allergens and outperforms traditional dairy cream, with around 350,000 UK households having purchased it since its release in April. Alongside product expansion, Flora has made strides in sustainability, introducing paper tubs to reduce plastic use.
Flora’s future includes enhancing its nutritional offerings, aiming to integrate natural minerals and fortified vitamins into new products. Hepburn points out the company’s success with Flora Proactive, which helps lower cholesterol, suggesting room for further development in health-focused products. Acknowledging competitors already in this space, Flora intends to catch up with innovative nutrient-rich offerings.
Reflecting on past challenges, Flora has faced some setbacks, notably the brief reintroduction of buttermilk to its Buttery spread in 2020, which met with resistance from its consumer base. Hepburn clarifies that the change was made to improve product quality but acknowledges the ambition to maintain a fully plant-based lineup, which was firmly re-established last year, resulting in a notable increase in sales.
In an increasingly crowded plant-based market, Flora stands out with its refreshed branding and innovative campaigns, such as ‘Skip the Cow’, which emphasises the viability of plant-based products over traditional dairy. Hepburn stresses the importance of promoting product quality without over-relying on the vegan label, aiming for broader market appeal. This strategy aligns with feedback from industry leaders and positions Flora as a versatile choice for various culinary uses.
Flora is not resting on its laurels as it navigates this dynamic plant-based market. By expanding its product range, introducing sustainable practices, and focussing on quality, the brand aims to maintain its competitive edge. According to Hepburn, the journey is just beginning, with more innovations and market disruptions on the horizon. Flora’s commitment to bold strategies and consumer engagement demonstrates its dedication to evolving alongside market needs.
