As spread sales slide, butter is booming. What is happening in NPD in the butter and spreads sector?
Wyke Farms Salted Butter for Heroes
Launched: February 2013
Manufacturer: Wyke Farms
The first dairy products with Help for Heroes branding comes courtesy of Wyke Farms. The 200g block butter comes in simple black packaging and carries the image of the Help for Heroes stretcher bearers embedded in the butter. A minimum of 3p from the sale of each product is donated directly to the charity, and with no advertising, the marketing costs saved will also be donated. The butter is joined by a cheese - Mature Cheddar for Heroes. Stockists are being negotiated. Rsp: £1.
Launched: July 2012
Manufacturer: Wensleydale Creamery
With block butter enjoying a renaissance and customers “demanding regional butter”, Yorkshire cheesemaker Wensleydale Creamery has introduced Dales Butter (rsp: £1.79/250g), made from milk supplied by local Dales farms. Stocked in 89 Tesco stores in Yorkshire and Humberside, and in independents.
Anchor unsalted block butter
Launched: October 2012
Manufacturer: Arla Foods
Demand from home cooks has prompted Anchor to relaunch its unsalted block, pulled in 2010 (rsp: £1.60/250g). According to Arla, over 43% of families bake at least fortnightly. Special packs offer points for cooking equipment or experiences such as afternoon tea through the Anchor Rewards Club. In supermarkets nationwide.
Kerrygold Pure Irish Butter
Launched: March 2013
Kerrygold has revamped its butter range with a distinctive green casing in a bid to make it stand out and capitalise on its Land of Better Butter campaign. Kerrygold’s 2013 on-pack push, promoted on the 250g soft block (rsp: £1.60) with a red strap for 10 weeks, offers consumers the chance to win a trip to Ireland for four people.
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