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Margarine giant Flora, which is owned by Upfield after being bought from Unilever, is to launch vegan block butter.
The product, which is available in salted and unsalted variants, will go on sale in independent retailers from September with a retail price of £1.80 for a 250g block.
Made from sunflower, rapeseed, and palm oil, the product is said to ‘cook, fry, bake and spread just like dairy butter’ – but only carries half the climate impact compared to its dairy counterpart.
According to The Grocer, Upfield UK & Ireland marketing director Catherine Lloyd said: “Flora Plant is our biggest innovation in years.
“We believe we need to change the way we impact the planet’s health now. By making a small switch to Flora Plant, consumers can still enjoy a delicious taste and the performance of butter whilst doing their little bit to help the planet.”
Last year, Flora announced it had removed dairy from all its margarine making them suitable for vegans.
“Health and well-being have never been so important to consumers, people care more about what goes into the products they are feeding themselves and their families, but they are not prepared to compromise on taste – and they shouldn’t have to,” Steven Hermiston, UK & Ireland General Manager at Upfield said.
“With a great new recipe making Flora more delicious than ever, our new 100 percent plant goodness range can be enjoyed by the whole family.
“Plant-based nutrition is at the heart of the Upfield business and Flora, with its plant goodness, is set to lead the charge and marks a key moment for us and the wider category.”