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