Arla Foods is launching Lurpak Spreadable ( in the United Arab Emirates.
Since its launch in Denmark in 1990 under the name Kærgården, Lurpak Spreadable has achieved substantial sales in the UK, where the product was launched in 1997. In the UAE, however, the product will be sold under the name Lurpak Soft because local consumers associate the word “spreadable” with cheese.
“Despite the hot climate, market surveys show that there is a demand for a spreadable product, which can be used straight from the fridge,” explained Regional Director, Arla Foods’ Overseas Division, Jan Pedersen. “Today, of course, most households in UAE have air-conditioning.”
The first cartons of Lurpak Soft have already appeared on the shelves of local shops and next week representatives from hotels across the Middle East will be introduced to the new product at a conference in Dubai, the UAE’s commercial centre. With annual imports totalling 4,000 tons processed cheese, feta and butter, the Emirates is Arla Foods’ largest market in the Middle East after Saudi Arabia.