Frylight, the UK’s number one spray oil brand, has unveiled a complete rebrand and packaging refresh across its range, set to roll out into supermarkets from mid-July.
A staple in many consumers’ kitchens for over 30 years, Frylight’s look has been refreshed to align with how today’s consumers think about healthy cooking, focusing less on restriction and more on balance, nourishment, and the enjoyment of delicious food.
The new packaging has been modernised with bold colours to increase stand out on shelf. Playful illustrations also feature on the front of each product to illustrate to shoppers how each variant can be used, helping them choose the right product for their needs and to inspire them to try new ways of cooking with Frylight.
The core range of Sunflower, Rapeseed, Olive and Garlic Infused spray oils, which are perfect for frying, roasting and grilling, are 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 smoothly from their pans. These spray oils also sit alongside the 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, to make it easier for consumers to get the most out of each spray oil in the range. For retailers, the new design supports easier shelf navigation and encourages multi-SKU purchases, supporting category growth.
Commenting on Frylight’s new look, Al Flynn, Frylight senior brand manager at Saputo Dairy UK, says: “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!”
Sustainability has also played a key role in Frylight’s refresh. In December 2024, Frylight reduced the bottle weight of its products by 9%, from 22g to 20g. This removed an estimated 20 tonnes of plastic from the supply chain annually; the equivalent of 900,000 fewer bottles produced each year. To deliver this improvement with minimal waste, the lightweighting and new design were staggered into market, allowing quick action on plastic reduction, while avoiding unnecessary packaging write-off.
Al continues: “This is just one step in our journey. As part of Saputo Dairy UK’s wider sustainability goals, we’re actively exploring further packaging light-weighting and other initiatives to continue reducing our environmental impact.”
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.
For more information on Frylight, visit https://www.frylight.com/.
