Mary Carmichael Arla is aiming to spread the appeal of its Lurpak brand a little wider with the launch of reduced fat Lurpak Lighter Spreadable. It is also backing the newcomer with a £6m marketing support package ­ the biggest in the yellow fats category this year. The new spread, which is due on shelves on Monday (September 10), took three years to develop and contains 25% less fat than traditional butter. It is aimed at younger consumers who are more likely to go for buttery-tasting spreads than traditional butter. "For many younger shoppers, butter conjures up images of afternoon tea round at their grandparents," said brand manager Danny Micklethwaite. A TV advert for Lighter Spreadable, starring Lurpak's trombone-playing brand ambassador, Douglas, will hit screens next month. Made by Aardman Animations, it features the buttery cartoon character attempting to fly. There will also be instore sampling activity, and PoS material. Rsp 99p, 250g; £1.89, 500g. l Douglas now has his own web site where surfers can buy memorabilia and join in the Ask Douglas Forum. They accumulate Douglas dollars for time spent on the site, which are redeemable against Douglas merchandise: www.douglasworld.co.uk. {{MARKETING - P&P }}

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