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.