Something about those television advertisements for Low Low low-fat spread is so irritating that the only reasonable response is to immediately lather full-fat butter on every edible surface. The name doesn't help much either.

Clearly that's just a personal response because the spread made by Kerry Group is a market leader in the £100 million (€1.27 million) Irish market for low-fat spreads, with 9 per cent volume share. Sales are up 11 per cent this year.

Now, the company is launching a new television commercial which, mercifully, is nothing like the "two fat ladies at the health farm" version currently on air.

The new, more sophisticated advertisement was made by Bates and will start on Monday and run until the end of the year with a total spend of £500,000.