Kerrygold is targeting home bakers with a new unsalted block butter.
The variant will tap the fast-growing unsalted block butter subcategory, up 9.4% to £83.1m on volumes up 8.2% [Nielsen 52 w/e 7 December 2013].
Unsalted met consumer demand for a baking butter but could also be used for spreading, melting onto veg and cooking, said Kerrygold.
The butter launches in Tesco this month and rolls out to other retailers next month (rsp: £1.60 for a 250g block).
Kerrygold is the latest major dairy brand to tap the unsalted subcategory.
Arla relaunched Anchor Unsalted block butter in October 2012 to respond to the home baking trend.