Clover (spread)'s Slogans & Taglines

Clover is a mixed-fat spread brand launched in the United Kingdom in 1982 by Dairy Crest, positioned as a low-fat alternative to butter with a distinctive buttery taste. Formulated with a blend of vegetable oils and pasteurised sweet cream, the original product contained 72% fat and was designed to bridge the gap between margarine and butter. In 2015, the brand underwent a significant reformulation, removing all artificial ingredients from the Original variant to align with growing consumer demand for natural, clean-label products. Core offerings include the flagship Original spread, alongside reduced-fat variants and functional extensions such as Clover Additions Strong Bones, enriched with calcium and vitamin D. Brand messaging has evolved from early positioning as a buttery spread to the contemporary tagline simply made with buttermilk, reinforced by the campaign Nothing artificial gets in, reflecting a strategic shift toward naturalness and transparency. Today, Clover is the United Kingdom's number one dairy spread brand, commanding a 20% market share within the spreads category and continuing to appeal to consumers seeking a credible, natural alternative to butter.