Arla to launch Lurpak Softest in UK

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New Delhi, May 19, 2018: Arla’s butter brand Lurpak is set to expand its spreadable product portfolio in the UK with the launch of its new soft blend butter, called Lurpak Softest, next week.

A blend of butter and rapeseed oil, Lurpak Softest is produced from all natural ingredients.

According to the company, consumers look for spreadability and taste factors when buying a spread or butter.

Lurpak brand manager Lucy Hurrell-Morgan said: “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 according to foodprocessing-technology.com.

“With the new recipe we have created for Lurpak Softest, we can tap into 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.”

Lurpak Softest will be available across all major retail outlets in the UK from 21 May.
The launch will be supported through TV creative, VOD, cinema, outdoor, digital, experiential & in-store activations from 1 June.

Arla Foods is a global dairy co-operative owned by 11,200 dairy farmers with around 2,500 of them being from the UK.

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