THIS WEEK: Unigate fattens up for Unilever spreads battle

Unigate is to challenge Unilever’s leadership of the pounds 788m fats market after its acquisition of Kraft brands Vitalite and Golden Churn.

Unigate is to challenge Unilever’s leadership of the pounds 788m fats

market after its acquisition of Kraft brands Vitalite and Golden Churn.



The purchase of Vitalite gives Unigate’s subsidiary St Ivel a

polyunsaturated spread to compete against Flora, the market leader,

owned by Unilever subsidiary Van den Bergh. St Ivel’s most recent

launch, Utterly Butterly, took sales from Van den Bergh’s I Can’t

Believe It’s Not Butter.



The pounds 77.25m deal, finalised last week, will see the Vitalite and

Golden Churn products relaunched under the dairy firm’s St Ivel brand.



St Ivel will redesign and relaunch Vitalite and Golden Churn, adding

around 20% to the pounds 5m which was spent on TV ads for the two brands

last year. Golden Churn will be positioned as a premium spread to

differentiate it from St Ivel’s Utterly Butterly.



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