The repositioning of Vitalite as a credible dairy-free brand
The dairy-free sector has hit the mainstream. 10% of the UK population are now avoiding dairy as part of a healthy lifestyle, or due to an intolerance. For Vitalite, a dairy-free spread, this was a huge opportunity for growth, but it needed to shake off its established identity as a sunflower spread, rather than a credible dairy alternative.
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