Flora has disappointed legions of vegans and plant-based eaters by adding dairy back into its Flora Buttery spread.
The margarine giant ditched dairy across its entire range in March 2019, saying that ‘health and wellbeing’ was a motivation and ‘people care more about what goes into the products’.
It also claimed the revamped products ‘now taste better’. But now it says it added buttermilk back to Flora Buttery due to consumer feedback. Despite the addition of dairy, Flora still claims it wants ‘still to encourage everyone to adopt a plant-based diet’.
Damian Guha is the general manager of Upfield UK&I, which owns Flora. In a statement sent to PBN, he said: “Consumers are seeking choice and every consumer is looking for a product which is specifically tailored towards their needs.
“Whether a consumer chooses Flora margarine because they prefer the taste to butter, or because they are dairy intolerant, vegan, looking for a
healthier alternative with reduced bad fats or cholesterol-lowering benefits or are conscious of the environmental impact of dairy products, the Flora range enables consumers to find the product to best suit their needs.
“We take pride in our plant-based products which are consistently evolving to meet consumer needs and provide everyone with choice.”
He added: “Our overarching goal is to encourage everyone to adopt a plant-based diet.
“However, having listened to a significant number of consumers who miss the familiar taste of buttermilk in
FLORA Buttery, some customers are not ready to join the plant-based journey yet and are seeking an alternative product.
“This is why we continue to invest and innovate new products which are 100 percent plant-based and vegan, such as our vegan and dairy-free alternative to dairy butter – Flora Plant B+tter.”
It shared the news with its followers and Flora’s news received largely negative feedback. One user said: “Absolutely rubbish. Won’t buy any Flora now. Vitalite is just as good, and cheaper.”
Another added: “I’m sure if they didn’t put vegan on the label, those complaining wouldn’t have noticed a difference.”
Flora Light and Flora Original are both still currently suitable for vegans.