Lurpak ”redefines” spreadables

10 May 2016

Arla Foods says that Lurpak is redefining the role for spreadables amidst changing consumer food preferences with the launch of new Lurpak Spreadable Infusions, which the company is rolling out from this month.

Arla Foods says that Lurpak is redefining the role for spreadables amidst changing consumer food preferences with the launch of new Lurpak Spreadable Infusions, which the company is rolling out from this month. It is available in three flavour combinations: Chilli & Lime, Smoked Chipotle and Sea Salt & Pink Peppercorn.

Lurpak Spreadable Infusions are a blend of Lurpak butter and rapeseed oil with added herbs and spices, lightly whipped for ease of spreading. Arla says they have been developed to provide the perfect solution to a range of new host occasions, including wraps, pittas and flatbreads.

“Lurpak Spreadable Infusions taps into the trend of actively seeking out bold and adventurous new flavours, allowing consumers to spread flavour to enhance the taste and texture of breads of the world,” said Jordan O'Farrell, Brand Manager, Lurpak. “For our food lover audience who value great taste, Lurpak Spreadable Infusions will be an incremental purchase and especially significant for the lunch occasion. Lurpak Spreadable Infusions will put the brand at the heart of even more good food occasions.”

Arla says that the launch of Lurpak Spreadable Infusions will be supported by a £2 million marketing campaign designed to encourage consumers to re-evaluate their daily bread occasions, move beyond the traditional and embrace new ways to #SpreadTheFlavour. The launch will be supported by print, PR, digital, social media and shopper with experiential activity following later in the summer.

According to Arla, Lurpak is the number one butter and spreadable brand in volume and worth £295m in value with Spreadable growing by 9.5% volume and 1.4% value. Lurpak brand loyalty value is said to be the highest in the BSM category and growing 7.2% YOY.

Arla says its UK business is focused on growing the business through the launch of product innovations. In 2016 it has launched Arla BOB – fat-free milk that tastes like semi-skimmed, Arla skyr yogurt drinks and Arla Protein Snack Pots.