Reported by KamCity, Unilever is set to spend £15m on two marketing campaigns for its new Flora Gold and Bertolli With Butter ranges, launched earlier this month. New listings include Flora Gold and Bertolli with Butter available in both 225g and 400g. All four products are currently listed in Tesco, Asda and Sainsbury’s. Waitrose currently stock 400g variants only at this time.
Focusing on SKUs sitting close to 250g and 500g across nine popular brands, Brand View uses its new Strategic Pricing Ladder to investigate the price positioning of Unilever’s new launches compared to the existing Butters and Spreads category.
The Strategic Pricing Ladder report gives immediate insight into the brand architecture of categories. The Ladder highlights relationships between budget and premium brands and enables optimisation of the on the shelf mix and pricing.
Flora Gold Spread 225g and Bertolli With Butter Spread 225g is introduced to a predominantly 250g market.
Despite being launched as a smaller pack size, the new SKUs are positioned mid-range. Although consumers are effectively presented with less quantity for their money, the launch does not erode the average price of Butters and Spreads and contributes an innovative variation to the category.
Flora Gold Spread and Bertolli With Butter Spread also introduce 400g products to a largely 500g range. Kerrygold were first to launch a 400g product in 2013.
Unlike Kerrygold’s high volume price, Flora and Bertolli launch their new SKUs at a competitive price alongside the 500g range.
For more information on the new features of the Strategic Pricing report, including the Strategic Ladder, or to add it your Brand View account, contact your account manager.
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