Anchor will be positioned as the 'Original Butter Co' in a £10m facelift for the butter brand.

New packaging featuring the strapline will also have a simpler, cleaner design. The Original Butter Co tag will straddle a larger red anchor, while a softer pack colour and olive green text aim to give a sense of warmth and freshness, manufacturer Arla said.

"Research shows the new Anchor positioning is appealing to customers, with the highlighted heritage reinforcing the trust they already have in the brand, as well as the perceived quality," said brand manager Kate Richards.

The relaunch will be backed by Anchor's biggest-ever marketing spend, including TV and print ads and PoS activity from May.

Although Anchor remains the number two butter behind sister brand Lurpak, sales struggled last year, falling by 3.9% to £87m [Nielsen 52w/e 3 October 2009].