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Lurpak gets 'Lighter' this summer

Press Release   •  Jul 07, 2003 12:34 BST

Lurpak Lighter is joining the fitness fanatics and slimming down this summer by introducing the 'Lighter Experience'.

A sampling road show based in supermarket car parks across the UK, the Lighter Experience offers shoppers the chance to experience Lurpak Lighter and its many healthy benefits.

The Lighter Experience will give shoppers the chance to have a full health check and speak to health experts to find out their fitness levels. A chef is also on hand making fresh bread at the stand to sample Lurpak Lighter and answer any questions on healthy eating.

Mandeep Kang, brand manager for Lurpak said: "The Lighter Experience gives consumers the chance to try our product and benefit from the great taste and reduced fat of Lurpak Lighter. This experience creates a big impact at store level in an energetic and relevant way.

Mandeep also explained: "The sampling activity also ties in with the Esporta promotion on Lurpak foils and a direct marketing campaign reaching 1.5 million households. All three activities have a common thread to create an integrated plan and is supported by radio and trolley advertising."

Lurpak Lighter has recently joined forces with Esporta Health clubs for an exclusive offer to help consumers 'get lighter' this summer. Health conscious consumers who collect two foils from promotional tubs will receive one week's free membership at any Esporta Health club, worth £35.

The on-pack promotion, which is running until the end of June in all major multiples, features on over four million packs of Lurpak Lighter, including 250g, 500g and 1kg. This offer is also supported by a direct marketing campaign targeting 1.5 million households and the Lighter Experience sampling road show.

To further promote the Lighter Experience, adverts are planned on relevant local radio stations and supermarket trolleys. Sampling activity is planned in over 90 stores including ASDA, Tesco, Sainsbury's and Safeway stores.

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.