When a portion of Lurpak butter last year won the title of the "World's Best Butter" at the World championships for Dairy Products in Wisconsin, USA, new opportunities opened up for Lurpak in Asia.
The award made it possible to persuade Far Eastern consumers, who account for relatively modest amounts of butter, that Lurpak stands for top-class quality. Since April last year, MD Foods in South East Asia has lostst no opportunity to capitalise on the world title on TV, in bus advertising and through recipes.
The impact has been particularly strong in Singapore, where Lurpak's share of the market has risen from 14.7 per cent to 21 per cent over the past year.
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