FDBusiness.com

Lurpak Combines Taste and Convenience For Launch of New Softest

 Breaking News
  • Mars Wrigley Confectionery Names New Global President Mars, Incorporated has appointed Andrew Clarke, currently Chief Marketing & Customer Officer, to the role of Global President ‐ Mars Wrigley Confectionery. Andrew Clarke will assume his new role in September. He will be based at Mars Wrigley Confectionery’s global headquarters in Chicago, Illinois. Andrew Clarke. Since 2015 Andrew Clarke has been Chief Marketing & Customer Officer. [...]...
  • More Milk Needed to Cover Demand in 2030 – New Technologies Will Help Between now and 2030 worldwide demand growth for milk and milk products will be three times the level of current US milk production. This was one of the main findings of the latest publication, from the IFCN – the Dairy Research Network – discussed at the 19th IFCN Dairy Conference, held at Teagasc, Moorepark, Cork [...]...
  • Danone Early Life Nutrition Launches Category Overhaul Danone Early Life Nutrition is launching a category refresh that spans its leading baby food brands, Cow & Gate and Aptamil. Cow & Gate is launching fifteen new food recipes across the pouch, cereal, jar and tray product ranges, as well as a complete packaging re-brand across its entire formula milk and food portfolio. Starting from mid-June, [...]...
  • Speed Up Poultry Processing – 15,000 bph With Meyn Rising consumer demand for high-protein food and changing customer preferences have spurred the global market for poultry meat. In response to this growing demand, the market has been forced to increase production volumes. This results in longer production days and increased line speeds. Especially greenfield projects, but also existing plants demand the highest possible processing [...]...
  • Mondelēz International Invests $200 Million in Czech Biscuit Plant to Accelerate Growth in Europe Mondelēz International has invested $200 million since 2014 in its Czech Republic-based Opava biscuit manufacturing facility, which employs nearly 1,000 people and produces Power Brands like Oreo, belVita, Milka and Cadbury, for the European market. The investment builds on Opava’s proud heritage of more than a century as a biscuit-making centre and supports the company’s [...]...

Lurpak Combines Taste and Convenience For Launch of New Softest

Lurpak Combines Taste and Convenience For Launch of New Softest
May 23
10:40 2018

Arla Foods UK is to expand its spreadable product portfolio 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 is being 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.

*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

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • June 17, 2018The Excellence of Italian Food and Wine (Bellavita Expo)
  • June 25, 2018Packaged., The 7th Global Summit
  • September 5, 2018Int'l Food Products and Processing Technologies Exhibition (WorldFood Istanbul)
  • September 15, 2018iba
AEC v1.0.4

Jobs: New Product Development

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements