Flora is the subject of a £9m relaunch package which includes new packaging and the launch of the Flora Family Marathon.

Packaging reinforces the brand’s link with heart health through use of Omega-3 and -6 oils logos to remind consumers of the health benefits of the ‘good’ fats found in the product.

The Flora Family Marathon is a nationwide event designed to get whole families active ahead of the Flora London Marathon on April 17. The aim is to inspire groups of all ages to get together and complete a marathon (26.2 miles) as a team, over a period of five weeks. This should attract serious marathon runners as well as those people who just want to run a few miles at a time. Families – which can be any group of friends, colleagues, or relatives – run the first 25.2 miles over the course of one month, and then they all run the final mile together on Flora London Marathon day.

The Flora Family Marathon will be promoted nationally, directing consumers to the florafamilymarathon.com website. They can use this to register their family, download 28-day training plans, choose a celebrity family to run with, set up a sponsorship page, log their miles as they go along and get tips and advice on nutrition and healthy living. Registration is open now and closes when all 20,000 places are filled.

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