The company’s latest spread products are extensions to two of its brands: I Can't Believe It's Not Butter! Deliciously Simple, and Country Crock Simply Delicious.
In addition to a shorter, simpler list of ingredients, the spreads are housed in revamped tubs shaped to maximize consumer convenience.
Consumer edge
Casey De Palma, marketing and communications manager for Unilever Foods, told FoodProductionDaily.com that the rectangular provides the brand (and consumers) with a number of advantages.
“We picked a rectangular pack shape as it provides significant premium and natural cues versus the category,” she said. “It brings a modern look and feel to our brands; furthermore, it offers more practical and easier storage.”
Most of Unilever’s spread products previously were housed in round polypropylene tubs with screened imaging. De Palma told FPD the new tubs also are PP tubs, but with inmold labeling on the tub and the lid, giving the containers a more sophisticated look and better graphic capability.
Package benefits
The updated rectangular shape offers sustainability benefits, in that it enables more product to be packed into a shipment. The enhanced graphic capability also helps Unilever bring across the message of the spreads’ natural contents.
“The brands were looking to provide options for people seeking simpler food with ingredients they can pronounce,” De Palma said.
“Unilever has launched two new spreads made with real, simple ingredients; both I Can’t Believe It’s Not Butter! Deliciously Simple and Country Crock Simply Delicious are made with no artificial preservatives, 0g trans fat per serving and no cholesterol.”