Press release

Lurpak combines taste and convenience for launch of new Softest

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Lurpak is to expand its spreadable product portfolio this May with the launch of Lurpak Softest, a new soft blend butter that is spreadable straight from the fridge. The UK’s number one butter brand has combined the great taste that Lurpak is renowned for with the softest, most spreadable butter ever*.

With spreadability the most important factor for shoppers when choosing which butter or spread to buy**, closely followed by taste, Lurpak Softest is a new recipe format that gives consumers another choice in the butter and spreads category. Made with all natural ingredients, the new innovation is a no compromise solution for creating easy, tasty food.

Lucy Hurrell-Morgan, Brand Manager for Lurpak, comments, “Research shows that 92%*** of consumers spread butter straight from the fridge so we really wanted to address the issue of spreadability which we know is a barrier to purchase. With the new recipe we have created for Lurpak Softest, we can tap in to the increasing consumer demand for convenience, but with the taste and naturalness of butter.

“We know that many consumers opt for different products depending on the usage occasion but with Lurpak Softest, it has the taste of butter for those special moments along with the practicality to use every day and master good food in a hurry.”

The launch will be supported through the line, across all consumer touchpoints, including a brand new TV creative, VOD, cinema, outdoor, digital, experiential & in-store activations from 1st June.

Lurpak Softest is available from major supermarkets from 21st May. For more information about Lurpak visit www.lurpak.co.uk.

ENDS

*Soft blend of Lurpak® butter and rapeseed oil. To make Lurpak® Softest, we blend pure Lurpak® butter, buttermilk retained from churning and rapeseed oil. Lurpak® Softest is our softest spreadable (well, apart from our Lighter range). So grab some bread and enjoy the great taste of Lurpak® Softest that spreads straight from the fridge

**Mintel 2017

*** Pplinsights 2017

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.

Press contact

Primary

Arla Foods UK Press Office

Arla UK (media queries only, no new business or sponsorship requests)

felicity.callaghan@arlafoods.com 07966136112