Dairy Crest launches dairy-free Vitalite Baking Block

Dairy Crest is pleased to announce the launch of a new line extension for its Vitalite dairy free spread brand, Vitalite Baking Block. 

Specially formulated for optimal performance at diverse cooking & baking occasions, Vitalite Baking Block helps to deliver better aeration of cake batters for a lighter texture bake, firmer, more workable biscuit doughs and to reduce shrinkage on baking.

Building on the brand’s market leading performance new Vitalite Baking Block aims to capitalise on ongoing dynamic growth of dairy free baking occasions, which have more than doubled since 2015 and now contribute almost one third of all dairy free spreads volume.

Dairy Crest believes the launch will appeal both to consumers with a dairy intolerance who are not currently buying into the Home Baking sector and to the increasing number of consumers adopting free from products as a lifestyle choice.  

Neil Stewart, marketing manager spreads at Dairy Crest, comments: “Counter to the wider Butters & Spreads market, which has seen some softening of baking occasions over recent years, dairy free baking has continued to grow apace. Our research has highlighted that while many dairy free spreads currently in the market can be used for cooking and baking applications, they don’t  always deliver the optimal ‘bake’ that consumers are looking for. Our new Vitalite Baking Block has been specially formulated for optimal performance at cooking & baking occasions. We’re confident the launch will resonate both with current dairy free spreads shoppers not currently buying into home baking, whilst also helping to attract new shoppers into dairy free spreads.”

Now purchased by 11% of UK household, dairy free spreads have continued to post impressive growth (+16% volume3), reflecting the increasing popularity of a sector that caters to an ever growing market of dairy avoiders. 

Dairy Crest’s Vitalite brand is the UK’s leading dairy free spread, valued at £9m and driving year on year volume growth of +55%, performing ahead of Dairy Free Spreads and selling 90% more volume than its nearest competitor3

Vitalite Baking Block 250g will launch into Asda from 18 March, rolling out across further retailers over subsequent months.