Arla has launched a new on-pack loyalty promotion across its Anchor butter range.

The Anchor Rewards Club will offer shoppers the opportunity to redeem points against Anchor-branded kitchenware, and experiences such as two-for-one afternoon teas. Shoppers enter a code inside packs into an Anchor Rewards Club area on its website.

The “incredible uptake” of Anchor’s 125th birthday collectables on-pack promotion last year had proven how popular Anchor memorabilia was with consumers, said senior brand manager, Louise Turnbull.

Shoppers need to purchase eight 500g packs to redeem enough points for a cake tin, or 10 packs for an apron.