Arla is throwing its weight behind the home cooking and baking trend with the launch of a four-strong-range of butter-based products aimed at ambitious home cooks.
Sold under a new sub-brand - Lurpak Cook’s Range - the line-up comprises: a baking butter, made from a blend of rapeseed oil and butter to “fold easily into cake mixtures” (rsp: £3.25/500g); clarified butter, marketed as being ideal for searing and creating sauces (rsp: £3.25/250g); a cooking liquid made from rapeseed oil and butter, designed for pan-frying (rsp: £3.25/500ml); and a cooking mist, for basting dishes such as roasts (rsp: £2.70/200ml).
The range, which will be available from 24 March, would allow consumers to try “uncharted recipes” and tweak “old favourites”, Arla said.
It offered an opportunity for Lurpak to add value to cooking and baking by introducing a premium butter brand to a sub-category that had been dominated by margarines, added Stuart Ibberson, business unit director at Arla Foods.
“We’re confident that the new Lurpak Cook’s Range will inspire consumers, encouraging the nation to buy more BSM products as they experiment with their cooking.”
The new range will be backed by a £10m marketing spend and include a new TV advert that tells consumers ‘the greatest adventures are yet to be had’. Arla is also planning sampling, print and digital campaigns, and a “experiential takeover” of Waterloo railway station.
Arla has previously positioned Lurpak as a premium butter for use in cooking through its ‘Good Food Deserves Lurpak’ campaign.
The Cook’s Range is its latest attempt to further play up its premium foodie credentials. Last year, it launched Lurpak Slow Churned - pitched as ideal for spreading on artisanal bakery products.