Dieters are getting a soft sell from Kerrygold, with a low-fat version of its spreadable butter. It is backing the launch with a £2m campaign including TV ads in August, and a summer sampling roadshow.
The dairy brand's new Lighter Softer Butter has 25% less fat than the standard version, which Kerrygold updated from Spreadable Butter to Kerrygold Softer Butter last year in a bid to distinguish it from other spreads. It also uses 100% pure butter.
Marketing controller Alison Palmer said that lighter variants were boosting the growth of spreadable butters and bringing younger consumers to the sector.
The dairy brand's new Lighter Softer Butter has 25% less fat than the standard version, which Kerrygold updated from Spreadable Butter to Kerrygold Softer Butter last year in a bid to distinguish it from other spreads. It also uses 100% pure butter.
Marketing controller Alison Palmer said that lighter variants were boosting the growth of spreadable butters and bringing younger consumers to the sector.
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