Press release -
Anchor Lighter Spreadable celebrates its first birthday
One year on from its launch onto the butter, spreads and margarine market, Anchor Lighter Spreadable is now worth 9.3m*.
Since its launch in 2005, eight per cent of total households in Great Britain have bought Anchor Lighter Spreadable*, the first spreadable sweet cream butter on the market, making it the most successful launch within its sector of recent years.
Currently, Anchor Lighter Spreadable owns a one per cent value share of total BSM market*2, and a 4.5 per cent share*2 within the spreadable sector. The total Anchor BSM portfolio owns 8.7% value share of the entire BSM market*2.
The Anchor Lighter Spreadable launch in 2005 was supported by a advertising and promotional campaign which included in-store support with POS; and TV advertisements containing the message 'same great taste. 25% less fat'.
Caroline Baker, brand manager Anchor butter, spreads and margarine, says "We are extremely pleased with how Anchor Lighter Spreadable has performed, and the figures speak for themselves. We are looking forward to building on this success in 2006 and believe the product will maintain a strong lead in the BSM category".
* Source: TNS Scansales 52 w/e 27 Nov 2005
* 2 Source: IRI Infoscan 52 w/e 26 Nov 2005
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.