When the Greeks buy butter, they go for Lurpak. In just five years, Lurpak has seen its market share increase from 7 per cent to 20 per cent.
Brand Manager Theodore Fourlas, MD Foods Hellas, attributes the positive trend to a series of marketing activities, including TV commercials and consumer competitions.
"Once consumers try Lurpak, they continue to buy it because of its high quality," he says.
As 90 per cent of all Lurpak sold in Greece is used for cooking, unsalted butter dominates the market. In February 1998, however, MD Foods launched Hellas Lurpak Spreadable which is mainly used as a spread.
Greece is MD Foods' fourth largest export market for Lurpak.