The brand stated that the refreshed look aims to align with how today’s consumers think about healthy cooking, focusing less on restriction and more on balance, nourishment, and the enjoyment of food.
The new packaging has been modernised with bold colours to increase stand out on shelf. Illustrations also feature on the front of each product to show shoppers how each variant can be used, helping them choose the right product for their needs.
The core range of Sunflower, Rapeseed, Olive and Garlic Infused spray oils is now joined by a newly positioned Buttery Baking spray oil (formerly known as Butter Flavour Cooking spray oil), which reflects its core use in helping cakes slide from their pans. These spray oils also sit alongside its Air Fryer Pure Oil Spray, which launched earlier this year and is driving incremental shoppers into both Frylight and the total oils category (88%).
On-pack instructions and back-of-pack storytelling have been improved, including a QR code linking to recipe inspiration. For retailers, the new design supports easier shelf navigation and encourages multi-SKU purchases, supporting category growth.
Al Flynn, Frylight Senior Brand Manager at Saputo Dairy UK, commented: “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. 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.
“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. 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.