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FEATURE6 September 2018

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Europe FMCG Features Impact Retail

Finnish dairy company Valio wanted to relaunch its butter under a new brand for international markets, and turned to semiotics to find out what concepts would resonate best with consumers. By Katie McQuater.

The butter category is historically quite flat, with little in the way of differentiation or innovation. That has started to change in recent years, however, as marketers latch onto concepts around authenticity, purity and taste in their branding.