Building convenient options from the fridge
MAJOR butter brand Kerrygold is set to build further on its momentum with the launch of its new Spreadable offer.
Under the brand promise of ‘Simply made, Simply Spread’, the new Spreadable butter offers some much-needed added convenience with a butter option with enhanced ‘spreadability’ straight from the fridge.
This new variant builds further on the launch of the trio of its Sweet Spreadables which rolled out across stores earlier in 2024.
Parent firm Ornua Foods reckons the launch will appeal to those consumers who find themselves increasingly on-the-go to help ensure they don’t need to compromise on flavour or quality when it comes to quickly preparing their meals.
Made using pure Irish butter and expertly blended with rapeseed oil, Kerrygold Spreadable comes in a recyclable 400g gold-coloured tub with a launch RRP of £4.
It will roll out across Tesco and Waitrose locations during April, with more major listings confirmed for later in the year. The launch will also be supported by a raft of comprehensive above and below the line marketing including print and online media, digital and social media activity, shopper activations and in-store POS materials.
Nicola Blackmore-Squires, UK marketing director for Ornua Foods, said: “The UK spreadable butter segment is worth in the region of £640million per annum in sales, with brands accounting for some 75% of this in value terms.
“The launch of our new Spreadable butter comes at a time of strong growth for Kerrygold, in terms of sales, distribution and household penetration, and will help meet what we believe is a growing desire from consumers wanting to engage with the brand.
“Our research shows that when it comes to spreadable butter, the number one key purchase driver is taste, following by natural goodness and then ease of use.
“By harnessing the growing brand loyalty for Kerrygold, owing to its renowned quality, unrivalled flavour and Irish grass-fed provenance, we believe we are well-positioned to leverage these strengths to meet the evolving needs of existing buyers of Kerrygold and entice new ones.”
