Lurpak butters up breakfast

Spreading out options for the morning meal

Lurpak campaign featuring a person throwing basil into a pot of ratatouille.
Arla Foods is aiming to launch a new plant-based option for Lurpak next year.

FOR plenty of Scottish consumers, it can be hard to resist that well-fired piece of toast first thing in the morning.

Of course, that toast needs to have lashings of butter and – according to many Scottish grandmothers out there – needs to be put under the grill at least twice.

And when it comes to the butter of choice, consumers seem to flock to Lurpak, with Nielsen data for the 52 weeks to 15 July finding it to be the UK’s number one butter brand.

Stuart Ibberson, director of BSM (butters, spreads and margarines) at Arla Foods, said: “Block butter and spreadable are still seeing long-term, continued growth in occasions due to shoppers seeking more natural products.

“In terms of key occasions for BSM, these remain as breakfasts, in-home lunches and evening meals – with usages still as traditionally seen – including spreading, topping, savoury cooking and baking. Savoury cooking and BSM used as a topping is seeing growth versus pre-pandemic as well.”

Aiming to make the most of these extra sales, Arla Foods – the firm behind the Lurpak brand – has launched new format sizes across its packs, with a new 400g Spreadable pack and 200g Block pack.

Further to this, the firm is also aiming to tap further into free-from sales with its plans to launch a new Lurpak Plant Based pack coming in the near future.

Ibberson said: “Lurpak is the category-leading brand in the BSM category, which makes it the right brand to launch a new plant-based spreadable.

“We’ve taken some time to make sure Lurpak Plant Based is the best-tasting product we can make. And, after extensive development, we’re pleased to confirm Lurpak Plant Based will be on-shelf next year.