FDBusiness.com

Anchor – the leading brand of British-made butter – is launching a new look to proudly showcase its Britishness . The makeover will be supported with a £4.5 million campaign to publicise Anchor’s ‘real butter’ credentials. Anchor is produced by Arla Foods, the UK’s leading farmer-owned dairy company, using 100% British Milk.

The move will see the brand flying the British flag as it reinforces the dairy co-operative’s drive to champion British dairy, as part of its ambitious 2020 Strategy. Highlighting the British provenance of the brand, an updated design of the iconic ‘Anchor’ logo and symbol will be appearing on-pack alongside prominent references to Westbury in Wiltshire, home to Arla’s dairy where Anchor Block Butter and Anchor Spreadable are made.

The new Anchor identity features bolder colours and warmer tones intended to give it a more modern look, but retains the key brand features consumers know and love. The redesign is being celebrated in a wider broadcast, digital and in-store marketing campaign, launching in July, which was created to emphasise that Anchor spreadable is made from real butter blended with Rapeseed Oil. The campaign sees the return of the popular ‘Hugglers’ characters, in a family setting.

Gareth Turner, BSM category director at Arla Foods UK, says: “Anchor is a fridge staple, eaten and loved by British families around the country. We are delighted with our new packaging design and wider campaign which celebrates Anchor’s superb quality in a way that resonates with today’s consumers.”

He adds: “We know those consumers increasingly want to know where the products they buy come from, so we believe it’s important to highlight that Anchor butter is made in Wiltshire, with milk from British farms, loud and proud on our packaging.”

Arla Foods is a global dairy company and co-operative owned by 12,000 dairy farmers with circa 2,500 of whom are British.

Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.

Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Arla Cravendale®, and Arla Lactofree® with a turnover of €2.2 billion. The UK is largest market within the Europe Zone, contributing 35% of the zone’s turnover and also comprises 25% of the Group revenue.

As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury that later this year will become the first net zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, creameries, distribution centres and head office.