Frylight has unveiled a complete rebrand and packaging refresh across its range, set to roll into supermarkets from mid-July.
The Saputo-owned brand said the look had been refreshed to align with how consumers think about healthy cooking, “focusing on less restriction and more on balance, nourishment, and the enjoyment of delicious food”.
The packaging has bold colours to increase shelf standout and illustrations on front of pack to illustrate how each variant can be used.
The core range of Sunflower, Rapeseed, Olive and Garlic Infused spray oils, have been joined by a newly positioned Buttery Baking spray oil (formerly known as Butter Flavour Cooking spray oil) to emphasise its core use in helping cakes come out of their pans.
They sit alongside the Air Fryer Pure Oil Spray launched earlier this year.
“With the rebrand, we wanted to make the Frylight range easier for consumers to shop and bring real energy back to the oils category, which is purchased in a very habitual way,” said Al Flynn, Frylight senior brand manager at Saputo Dairy UK. “Spray oils currently account for just 1.7% of total oil volume so we see a real opportunity to bring a challenger mindset to the category, shifting consumer behaviour from pouring to spraying.”
The packaging also includes a QR code linking to recipe inspiration and the brand said the new design supported easier shelf navigation and encouraged multi-SKU purchases.
“With our new vibrant and modern packaging, we want to strengthen our appeal to new shoppers, showcasing that healthy cooking doesn’t have to mean bland or boring, while continuing to deliver the convenience and trust that consumers have come to expect from Frylight over the years,” he added. “We want to reassert Frylight’s place at the heart of delicious, modern cooking.”
The rebrand will be supported by social media activity to drive awareness and inspire new usage occasions with further communications activity planned later in the year.
It comes as in December 2024, Frylight also reduced the bottle weight of its products by 9% from 22g to 20g, which has removed 20 tonnes of plastic from the supply chain annually.
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