Flora disrupts creams category with dairy-free alternative for shoppers

Flora has launched one of its most popular professional products on supermarket shelves – Flora Plant Cream.

Now available in Tesco and Asda – in both Single and Double Cream – Flora wants to disrupt the creams category and give shoppers a brand new dairy-free alternative that can’t be overwhipped. The brand says the cream is also loved by chef’s in some of the UK’s most well-known restaurants and cafes.

Flora Plant Cream is widely regarded as a best kept secret amongst the likes of Caffè Nero  and professional chefs at The Ivy – as it cannot be over-whipped, and doesn’t curdle or split.

The retail launch signals Flora’s intention to disrupt the creams category. By leveraging the brand’s bold and successful “Skip the Cow” campaign, Flora Plant Cream said it will attract more young shoppers to the category and drive incremental growth.

Flora will make a strong marketing push to promote Flora Plant Cream, including a national TV campaign on linear TV (ITV, Channel 4, and Sky) and major streaming channels that will build on its new ‘Bit Weird’ advert, which launched this month. This will be supported with additional activity including chef and influencer partnerships.

On top of its value in the kitchen, Flora Plant Cream has the potential to deliver substantial benefits to the planet. If UK shoppers selected Flora Plant Cream over dairy alternatives, they would reduce their climate impact by 65% – that’s the equivalent of charging a smartphone overnight for 18 months (or 554 times).

Ian Hepburn, marketing director, UK, Upfield, said: “Thanks to Flora’s innovation, UK shoppers now have a fool-proof way to recreate their favourite restaurant recipes at home. Much like the professional chefs that love our 100% plant-based products, everyday cooks no longer have to sacrifice the flavour and performance they deserve, thanks to Flora Plant Cream.

We are proud to launch yet another product range that speaks directly to our sustainability commitments and helps encourage dairy-users to “Skip the Cow” and make a simple but impactful switch to our non-dairy alternatives which are better for the planet.”

Flora Plant Cream is suitable for vegans and free of any allergens. It is now available in Tesco and ASDA, before rolling out across other major retailers in the coming months. For more information, please visit https://www.flora.com/en-gb/flora.

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