The dairy-free market was on the up, but Vitalite had lost its position as the best-selling dairy-free spread to Pure. Going dairy-free had hit the mainstream, with 10% of the UK population avoiding dairy because of intolerance or as part of a healthy lifestyle. There was huge opportunity for Vitalite to grow, but it needed to shake off the perception of simply being a sunflower spread to become a credible dairy-free alternative. The new design promoted the dairy-free message to the main branding. A large sun dominates the design, bringing the brand to life, while a paint texture and fresh green and yellow colours evoke the natural, healthy lifestyle choice. The rebrand has been a huge success. Vitalite has taken back the number one spot, with 17% more volume sales than Pure. 150,000 new households have tried the product, and this surge has seen Vitalite’s value grow by £508,000 – up 11.6%. The fresh new identity has enabled Vitalite to fulfill a key objective to expand its portfolio, and a new coconut variant has been launched.