Lurpak seeks to spice up meals with new butter
BUTTER brand Lurpak is set to spice up mealtimes with the launch of its new Chilli & Garlic butter packs.
Building on the success of the Lurpak Garlic butter launch, the new Chilli & Garlic variant has hit shelves across key retail partners as the new product looks to drive up excitement in the dairy category and build incremental growth for the brand.
Parent firm Arla Foods says the new launch has been crafted to help add in some additional flavour to everyday meals with minimal effort on the part of consumers.
Additionally, the new launch taps into the rising demand for taste and heat across meals as this NPD brings a freshness and inspiration to home cooking options.
Available in a convenient stick pack format, the new Lurpak Chilli & Garlic comes with an RRP of £2.50 per pack. Furthermore, Arla said the packs will allow shoppers to control portions better and help make cooking easier.
A new marketing campaign will also help support the launch including out-of-home content, PR, experiential and digital assets.
This year also marks Lurpak’s 125th anniversary which Arla said it has plans to heavily invest further in the brand through up-weighted marketing plans for the brand to ensure it remains at the forefront for consumers.
Catriona Mantle, marketing director for butters, spreads and margarines at Arla Foods, said: “With Lurpak Chilli & Garlic, we’re unlocking even more excitement in the category and building on the momentum we’ve created with Lurpak Garlic Butter, the UK’s number one flavoured butter.
“This launch brings the heat and flavour consumers are looking for, in a simple, versatile format that makes great-tasting meals easier every day. We’re confident it will attract new shoppers to Lurpak and drive incremental growth for retailers.
