Dairygold has introduced 100% recyclable packaging, a new and

Dairygold

Dairygold’s innovations help to ‘Spread the Goodness’

Dairygold has introduced 100% recyclable packaging, a new and improved recipe and a new brand campaign for 2021.

DAIRYGOLD, Ireland’s number one dairy spread brand, continues to be the market leader in the Butter, Spreads & Margarine category (Source: Nielsen Data up to 27/12/2020). 2021 will see the brand continue to drive new innovations that hit the market towards the end of last year to maintain its position as the best quality and tasting spread on the market. These innovations include a new and improved recipe with significant salt reduction, the introduction of 100% recyclable packaging and a new brand positioning and platform. As part of Kerry Food’s commitment to improve the nutritional composition of its product range by reducing sugar, fat and salt content across its portfolio, Dairygold has reduced its sodium levels by 27%, in line with nutritional benchmarks for the industry. The brand understands the importance of catering to consumers’ ever-evolving tastes and health requirements, along with the need for a more balanced diet, and it has responded positively. Notably, the new formulation has achieved outstanding results, testing above the original recipe in taste and functionality, for both loyal and new Dairygold consumers.

100% recyclable packaging

In further developments for the brand, with the knowledge that consumers nowadays have an unrelenting desire to find ways to live more sustainably, Dairygold has transitioned the range to 100% recyclable packaging. With the new packaging now onshelf nationwide, Dairygold is again leading the way in meeting consumers’ growing need to shop more sustainably. In addition, the butter spreads category is not traditionally one that holds consumers’ attention in store for very long, so giving the brand notable shelf stand-out with refreshed packaging allows for it to break through the clutter and be noticed at the busy fixture. The new packaging uses strong colour to differentiate the range, while also bringing more personality and brand identity to Dairygold.

Spread the Goodness campaign

With so many significant developments for Dairygold, the time was right to launch a new positioning and platform entitled ‘Spread the Goodness’. The campaign captures the sense that a brief moment of escapism can ‘spread the goodness’, even when simply spreading delicious Dairygold on a piece of warm toast. The campaign will stretch beyond TV this year, kicking off a radio partnership with Today FM, sponsoring ‘National Toast Day’, and supported by online media partnerships and a strong digital and social media presence. Since the launch of’ Spread the Goodness’, the brand has gone from strength to strength, driving penetration and new shoppers into the brand. Dairygold has been a staple in Irish hearts and fridges for over 30 years. The brand is worth over €30m RSV and holds 20% market share within the BSM category (Source: Nielsen Data up to 27/12/2020). The long-term success of Dairygold has been built on the brand’s ability to continuously connect with consumers through its high quality products and commitment to continuously evolving the brand’s communications platform.

Dairygold’s new packaging uses strong colour to differentiate the range, while also bringing more personality and brand identity to the Dairygold brand.