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Frylight partnered with BrandOpus to reposition the UK’s leading spray oil brand for a new generation of health-conscious consumers. Facing increasing competition from private label brands and changing attitudes toward healthy eating, the challenge was to evolve Frylight from a functional dieting product into a vibrant, emotionally engaging cooking companion that could drive stronger shelf standout and renewed consumer relevance.
BrandOpus developed a refreshed brand identity and packaging redesign across Frylight’s five core SKUs, creating a more playful and emotionally expressive brand world rooted in the idea of “emotional lightness”.
The redesign introduced a modernised Frylight wordmark, a brighter colour palette and a playful illustration system that connected each variant to joyful everyday cooking occasions. The new packaging architecture improved navigation across the range, strengthened differentiation from own-label competitors and encouraged consumers to engage with multiple variants across the portfolio.
More than a visual refresh, the work repositioned Frylight away from associations with restriction and dieting, reframing healthy cooking as enjoyable, expressive and inspiring.
Following launch, the new identity delivered immediate commercial impact. Frylight achieved nine consecutive months of market growth, with Q4 penetration increasing by +23% year-on-year, equating to an additional 380,000 shoppers gained. The refreshed positioning helped Frylight reconnect with consumers in a more culturally relevant and emotionally engaging way, reinforcing the brand’s relevance within everyday cooking occasions and supporting stronger engagement at shelf.
The rollout additionally aligned with broader sustainability goals, contributing to a 9% bottle lightweighting initiative that removed approximately 20 tonnes of plastic annually from the supply chain.