2013 highly commended: Unilever Flora Cuisine, Brand Extension - case study

The Challenge

Flora is one of the best-known brands in Britain. However, in recent years, it had faced significant threats on two fronts. On the one hand, it was losing share to butter, as consumers perceived brands like Lurpak to have a better, more natural taste. On the other hand, it was being muscled out of its “healthy” heartland by olive oil.

To make things worse, Flora was also failing to capitalise on the trend to home baking and the wider interest in cooking.

Step in to the unknown

Unilever’s response to these threats was radical: a unique, chilled cooking liquid, made from a blend of liniseed, rapeseed and sunflower oils. These ingredients naturally contain essential fats omega 3 and 6, meaning that the product was extremely healthy. In fact, it contained 45% less saturated fat than olive oil. However, it also delivered a better cooking experience and taste than its rivals.

Called Flora Cuisine, the product was revolutionary, and initially confused respondents in research. But once they had tried it, 71% said they would purchase. Because of this, a 360 degree campaign was put together, to educate consumers, inspire them and prompt trial.

Flora Cuisine went on to become the category’s most successful launch for 4 years. Awareness, penetration and sales figures were all around twice as high as the nearest rival’s. Similarly, repeat rates were 14% than the next highest recorded and a 15% price premium was achieved.

Importantly, 93% of Flora Cuisine’s sales came from outside the category, let alone from Flora. And the parent brand was significantly strengthened by the new addition, making this a rare example of a brand extension with a healthy commercial effect.

To register your interest or to find out how to enter the next Awards for Excellence visit our Awards site.

Login to download the full case study below: