FDBusiness.com

Arla Foods UK is to expand its spreadable product portfolio with the launch of Lurpak Softest, a new soft blend butter that is spreadable straight from the fridge. The UK’s number one butter brand has combined the great taste that Lurpak is renowned for with the softest, most spreadable butter ever*.

With spreadability the most important factor for shoppers when choosing which butter or spread to buy**, closely followed by taste, Lurpak Softest is a new recipe format that gives consumers another choice in the butter and spreads category. Made with all natural ingredients, the new innovation is a no compromise solution for creating easy, tasty food.

Lucy Hurrell-Morgan, Brand Manager for Lurpak, comments: “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 is being supported through the line, across all consumer touchpoints, including a brand new TV creative, VOD, cinema, outdoor, digital, experiential & in-store activations from 1^st June.

*Soft blend of Lurpak^® butter and rapeseed oil. To make Lurpak^® Softest, we blend pure Lurpak^® butter, buttermilk retained from churning and rapeseed oil. Lurpak^® Softest is our softest spreadable (well, apart from our Lighter range). So grab some bread and enjoy the great taste of Lurpak^® Softest that spreads straight from the fridge

**Mintel 2017

*** Pplinsights 2017