Upfield’s Flora™ Plant Butter is giving dairy butter stiff competition. Here, Reinier Weerman, general manager North Africa and Middle East, tells us more about this product that is on shelves at Spinneys
Upfield has been a pioneer in plant-based spreads for over a century. Why did it choose to focus on plant-based products all the way back then?
Our company has been a leader in the plant-based spreads industry from the very beginning. The first non-dairy spread was created in 1869. Our founding company bought the patent for that non-dairy spread in 1871, began manufacturing it and continued to grow the company significantly over the years.
Two years ago, this spreads business was acquired and relaunched as Upfield, a company dedicated to building a better future by developing a strong portfolio of great-tasting, nutritious plant-based foods. Upfield today stands at the forefront of a new era as the world is moving toward plant-based nutrition with the consumption of plant-based foods increasing exponentially across the world.
What makes Flora™ Plant Butter different from other plant-based butters currently in the market?
First and foremost, it’s Flora’s taste and performance that makes all the difference. We tested the product extensively. In blind tastings, consumers consistently, and in an overwhelming majority, preferred our product over dairy butter. We also had consumers test it alongside dairy butter in their kitchens (they were not made aware of the difference between the two) and Flora outperformed regular butter in cooking as well as baking, which was a crucial point. Our research and development division spent many years creating this spread and we’re very proud of it.
Secondly, the Flora Plant product we are launching across the Middle East is 100 percent plant-based. It’s completely vegan and cholesterol-free. It doesn’t contain any genetically modified ingredients, artificial flavours or preservatives. It also happens to be gluten-free.
How did you manage to get the taste and texture so close to that of conventional dairy butter?
That’s our chefs’ secret, but really, it’s the culmination of expertise and 149 years of experience. Research and development are at the core of Upfield and I think all the experience we’ve gained so far has gone into this product.
Can chefs and home cooks use it as they would regular dairy butter?
Yes, it is great for cooking and baking in addition to spreading. It is an excellent product for chefs and home cooks who need to cater to diverse diets including vegans and people who are gluten-intolerant. Our food service division is a large part of our business. Upfield employs many chefs within the company but we also collaborate with a network of chefs around the world, who constantly give us feedback on what they need and how they like a product to work in their professional kitchens. And we listened to that. We find solutions and give consumers what they require.
How do you ensure your products are sustainable?
Sustainability is a top priority for Upfield. This commitment to the environment is central to our purpose which is to make people healthy and happy with nutritious, great tasting, plant-based foods that are good for the planet. Our goal is to encourage more people to embrace sustainable food choices. I am really proud to tell my kids that I am working to make the world a better place by giving consumers products that taste great, perform really well and give people the choice to improve the environment.
Upfield is dedicated to preserving ecosystems around the world. Can you tell us how this translates into decisions about your sourcing and packaging?
Upfield is committed to building a sustainable business that delivers positive, sustainable impact through all critical touchpoints including our supply chains and operations. Our Responsible Sourcing Policy guides all our sourcing activities. Upfield is also a member of different sustainability roundtables and alliances because we recognise the importance of accountability and transparency.
In line with our established commitment to take a leadership position in responsible sourcing and good business practices, these memberships ensure the company complies with strict standards to prevent deforestation, destruction of habitats, or loss of biodiversity. For instance, Flora Plant is mostly packaged with paper. We ensure that the paper and pulp for our packaging is responsibly sourced from suppliers who meet the standards of the Forest Stewardship Council (FSC) or the Programme for the Endorsement of Forest Certification (PEFC). We also make it a point to use recycled paper for packaging wherever possible.
For more information, visit upfield.com & flora.com. Join the conversation @floraplantbased