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Dairy Crest has lowered the saturated fat levels in Utterly Butterly and it claims the product now has 70% less fat than butter. The company has also launched an Omega 3 variant.

The changes are being backed with a nationwide campaign, featuring two separate TV executions, that aim to reassure consumers the brands still retain Utterly Butterly's irresistible taste.

In one ad, a woman is shown spreading Utterly Butterly on a piping hot potato, but is unable to wait until the potato cools down, before taking a bite.

The other ad shows a woman preparing a sandwich for her partner with Utterly Butterly, but she devours most of the sandwich before passing him a plate with a very small part of the snack left.