Arla Foods is taking its Lurpak Spreadable brand into the organic sector, making it the first mainstream dairy brand to enter the own label-dominated market.

Lurpak Organic Spreadable will go head-to-head with all the supermarkets' own brands as well as Yeo Valley and Rachel's Organic, which make up the branded organic spreads market.

The product had received an "extremely positive" reaction from buyers, said brand manager Jessica Hardcastle.

"Butters, spreads and margarines' share of the total organic market is considerably lower than that of organic milk and we believe that this offers an opportunity for Lurpak to take ownership of the category," she said, adding that she expected the brand to achieve sales of £3m to £5m in its first year. This would leave it slightly trailing Yeo Valley Organic's £5.1m [Nielsen 52w/e 6 October 2007].

Rolling out now, Lurpak Organic Spreadable is

available in 250g packs priced £1.53.