![](https://www.dba.org.uk/wp-content/uploads/2018/11/vitalite_coconut_tub.jpg)
The repositioning of Vitalite
The dairy-free sector has hit the mainstream. 10% of the UK population are now avoiding dairy as part of a healthy lifestyle, or due to an intolerance. For Vitalite, a dairy-free spread, this was a huge opportunity for growth, but it needed to shake off its established identity as a sunflower spread, rather than a credible dairy alternative.