Arla has expanded its Lurpak portfolio in the UK with the launch of Lurpak Softest, a new soft blend butter that is spreadable straight from the fridge.
The brand claims that spreadability is the most important factor for shoppers when choosing which butter to buy, closely followed by taste.
Lurpak Softest is a new recipe format that aims to give consumers another choice in the butter and spreads category. The product is a blend of Lurpak butter and rapeseed oil.
Lucy Hurrell-Morgan, brand manager for Lurpak, said: “Research shows that 92% of consumers spread butter straight from the fridge so we really wanted to address the issue of spreadability which we know is a barrier to purchase. With the new recipe we have created for Lurpak Softest we can tap in to the increasing consumer demand for convenience, but with the taste and naturalness of butter.
“We know that many consumers opt for different products depending on the usage occasion but with Lurpak Softest it has the taste of butter for those special moments along with the practicality to use every day and master good food in a hurry.”
The launch will be supported with a new TV creative, cinema, outdoor, digital, experiential and in-store activations from 1 June.
The product will be available in the UK from 21 May.
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