Flora launches new vegan butter block

Last year, Upfield owned brand Flora announced they were going 100% vegan – a big step for a margarine brand.

Flora has now announced the launch of their latest vegan product, the vegan block butter. The 250g block is made from sunflower, rapeseed and palm oil and will be available in two flavours, salted and unsalted. You will be able to buy the blocks from independent retailers in September for £1.80.

The Flora Plant block has been described as having half the climate impact as dairy butter and with 100% biodegradable wrapping, this range is free from plastic.

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The block also has a ‘delicious taste’ and is set to ‘cook, fry, bake and spread just like dairy butter’. It is also free for preservatives, artificial colours and flavours and can be easily frozen to increase shelf life.

This UK launch follows a successful rollout in overseas markets including Austria, Netherlands and Switzerland and id due to go on sale in the US in August this year.

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.”