Friday, February 19, 2016

Natural repositioning for Flora


Flora is a Unilever-owned margarine brand in the UK. It is part of a major product line within Unilever of margarines made of vegetable oils and sold under names such as Becel (much of Europe) and Promise (United States). In January, Unilever launched a major repositioning of Flora in the UK, which includes a new visual identity and packaging.

The new positioning puts less emphasis on health claims and more on the fact that it is made from natural vegetable ingredients, as expressed through the new slogan "powered by nature". The new packaging is similarly friendly and natural.

So far, it appears these changes only apply to the UK market. Other iterations of Becel are not yet affected.

Previous logo.

Flora/Becel was last given a visual refresh in 2011, which was noted here at the time.

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