Since its launch eight months ago, Lurpak Lighter has grown rapidly and its manufacturer Arla believes it will be worth £20m by the end of the year. Senior category manager Marcus Farthing says health has been identified as a key driver for yellow fats in the next few years.
"Lighter products in general have traditionally suffered as consumers have not been prepared to 'suffer' lower fat at the expense of taste delivery, but developments such as Lurpak Lighter are significantly contributing to changing these associations," he says.
Country Life brand manager Mike Buckland believes the natural image of butter is appealing, particularly when it is spreadable. "The strongest performance is coming from newer sectors such as spreadable and organic. The trend is set to continue as consumers make more convenience and health-related choices."