Press release -
Lurpak unveils its biggest launch since 2001
Following the continued success of Lurpak Spreadable, the number one value product in the BSM market, Lurpak has launched Lurpak Spreadable Unsalted, its most significant launch since Lurpak Lighter in 2001.
As the first product of its kind in the market, Lurpak Spreadable Unsalted reflects the commitment to innovation, and willingness to respond to the changing marketplace that Lurpak delivers - answering growing consumer demand for an unsalted spreadable product, and a more continental taste in spreadables.
Launching from a position of strength as one of the most trusted brands in the BSM market, Lurpak Spreadable Unsalted completes the portfolio of spreadables, sitting alongside the top selling Lurpak Spreadable, and Lurpak Lighter Spreadable products. Lurpak Spreadable Unsalted comes in 250g tubs and will be available from January 2006.
Stuart Ibberson, Lurpak brand manager, comments: "In the present climate, more and more consumers are trying to reduce the levels of salt in their diet, Lurpak Spreadable Unsalted helps them to do just that - especially appealing to families and young women.
"The spreadable market offers a great opportunity for retailers, with consumers increasing spend and purchasing more frequently. Lurpak Spreadable Unsalted meets this opportunity and provides shoppers with additional choice in store, whilst helping retailers to drive profits and add value to the category."
The full range of Lurpak spreadables is also undergoing a packaging update, bringing the design up to date whilst maintaining the heritage of the Lurpak brand. Lurpak Spreadable Unsalted features the traditional silver background, with red trimming communicating the key unsalted message.
This huge launch for Lurpak is being supported by £2m marketing spend including TV advertising campaign, a 2.5 million household leafleting campaign and a high-profile PR programme featuring celebrity chefs' wives.
To visit the new Lurpak website, click here
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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.
