Since the launch of Lurpak Spreadable in the UK in January 1997, sales have increased sharply and are currently running at 50-60 per cent above last year. If the trend continues, Lurpak is likely to distance itself from its arch rival, New Zealand's Anchor butter, which for many years has been the leading brand for butter and spreads in the UK.
With a market share of approximately 30 per cent, however, Lurpak has taken over from Anchor as the leading brand in the market and Export Director Frede Juulsen, UK Division, expects Lurpak to maintain its position.
"Lurpak is now so well known that it has become almost prestigious," says Juulsen.
British Airways is currently serving Lurpak Spreadable on board its flights while some catering firms mark their sandwiches, "buttered with Lurpak Spreadable."
Conventional Lurpak butter also continues to win acclaim. In a recent consumer tasting set up by the BBC Good Food magazine, Lurpak achieved the highest score among twelve butter brands, including the MD Foods organic butter, Harmonie, which rated highly too.
- Press Contact
- (journalists/media only)