Anchor Butter has been crowned ‘Brand of the Year’ at the prestigious Grocer Gold Awards.
A symbol of quality and excellence for the FMCG industry, the awards recognise outstanding performance by an established brand in response to changing trade or consumer needs. Judged against innovation, originality, creativity and business results, Anchor’s approach to the declining BSM category and turnaround in its own sales decline through a new education-based strategy saw it scoop the accolade, beating off stiff competition from nine other industry heavyweights.
The UK’s second largest butter brand and owned by dairy co-operative Arla Foods, Anchor delivered a retail sales value of £107m in 2017, an increase of over 13 per cent year on year. Following an overhaul of its packaging to focus on heritage, provenance and naturalness, the brand increased sales by 2 per cent and a further 2.2 per cent uplift was achieved following a brand new TVC that brought to life the heritage cues of the brand.
Ruby Ali-Brett, Director of the BSM category at Arla Foods, comments, “There has been a clear change in consumer habits in the butter and spreads category over recent years, with more shoppers looking for natural products that contain less ingredients. As taste and quality remain the key drivers for purchase, we have worked extremely hard on the Anchor brand to ensure that both the British heritage and quality of ingredients is clear for consumers.
“Through dialing up the ‘Real Butter’ credentials of Anchor and educating shoppers on the benefits of butter, we have been able drive volume and value growth for the brand. We are extremely delighted to be recognised for our achievements and contribution to the category.”
Established for 14 years, The Grocer Gold awards showcase the very best in in grocery retail, and rewards only the highest levels of service, initiative and commitment in the FMCG sector.
Arla Foods is a global dairy company and co-operative owned by 11,200 dairy farmers with circa 2,500 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Arla Cravendale®, and Arla Lactofree® with a turnover of €2.2 billion. The UK is largest market within the Europe Zone, contributing 35% of the zone’s turnover and also comprises 25% of the Group revenue.
As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury that later this year will become the first net zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, creameries, distribution centres and head office.