Exclusive Clive Beddall, Dublin The Irish Dairy Board is to turn up the heat in its campaign to end consumer confusion in the controversial spreadable butter market. With availability of its "100% natural" Kerrygold product growing in UK multiples, the IDB is planning a "seriously aggressive" new drive which will focus on the product's claimed advantages over competitor products which contain vegetable oil. Details of the strategy, likely to be seen after the turn of the year, are still under wraps, but IDB executives hosting world buyers at the Kerrygold International Horse Show here last weekend made it clear they saw their product as "an important secret weapon" in the battle to win share in UK packet butter. Kerrygold marketing director Brendan Doyle said: "Recent additions to the market contain vegetable oil and do not qualify to be called butter. Consumers are confused." Much of the forthcoming Kerrygold marketing strategy will highlight consumer research which claims consumers prefer pure product, without additives. Sales of the boat shaped 250g tub are believed to have topped 1,000 tonnes, and the Irish are looking confidently towards more multiple and independent business. {{P&P }}

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