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.