Lurpak Lighter Spreadable with 25% less fat than Lurpak Spreadable, was launched in the UK market last week.
The launch is supported by a large-scale advertising campaign, including commercials featuring Douglas, the famous animated character, and a series of in-store promotions.
Brand manager Danny Micklethwaithe, UK Division, has great confidence in Lurpak Lighter Spreadable. In Denmark, the Danish equivalent of Lurpak Lighter Spreadable achieved sales of 15% of the original spread, Kærgården, within a few months.
"Surveys make it clear that many consumers see the taste of the new product as very close to the the original Lurpak Spreadable,” said Danny Micklewaite. “This gives us good grounds for optimism.”
With a market share of 35 %, Lurpak is the UK’s best-selling brand for butter and blended products. In total the export value of Lurpak to the UK amounts to DKK 1.2 billion.
Part of the explanation for recent years’ spectacular advances for Lurpak in the UK is the launch of Lurpak Spreadable in 1997. Now Lurpak Lighter Spreadable, launched only one month before Lurpak’s centenary, is expected to contribute further to the brand’s position.
"Lurpak is the market leader but the brand continues to have a great deal of potential,” said Jane Fenwick, Category Manager, UK Division. “Our ambition is to become the leading brand for the whole of the butter, blends and margarine segment.”
Like other spreadable products, Lurpak Lighter Spreadable is made at Holstebro Dairy in Danmark.