Since its launch in 1997, Lurpak Spreadable has established itself as one of Arla Foods’ most successful products in the UK market ever. The new low-fat Lurpak Lighter Spreadable now appears to be following suit.
During its first eight weeks in the market, Lurpak Lighter Spreadable’s weekly sales have exceeded Lurpak Spreadable’s original sales by more than 25 tonnes per week as British consumers opt for food products with less fat.
“This is way beyond our expectations,” says Product Manager Lotte K. Larsen from the UK Division.
The launch of Lurpak Lighter Spreadable has been supported by a full-scale marketing campaign, including Douglas the Butterman.
Lurpak Lighter Spreadable is the UK equivalent of the new Danish Kærgården which was launched in the Danish market last year. The spread contains 25% less fat than the original.
Lurpak Lighter Spreadable is made at Holstebro Dairy, which also produces Kærgården.