Mary Carmichael
Arla Foods is spreading its Lurpak brand into flavoured butters with the launch of a three-strong range.
The newcomers mark only the third brand extension in the butter stalwart's 101-year history, and follow the introduction of a Spreadable version and last year's launch of Lurpak Lighter.
The activity emphasises the dairy giant's commitment to promoting its original butter in the light of its surprise link-up with New Zealand's Fronterra to market Anchor. Lurpak, which has a £10m budget this year, is positioned as an aspirational brand, while Anchor is viewed as more of a family product with a budget of £7.2m.
New Lurpak with Crushed Garlic, Mediterranean Herbs and Lime and Chilli ­ all of which use real herbs ­ are due to hit multiples' shelves in the middle of next month.
Marketing consists of press ads kicking off in November, with a second phase following early next year, while PR will feature recipes created by TV chef Paul Merrett.
"These will focus on how the flavoured butters can enhance everyday cooking," explained senior brand manager Danny Micklethwaite.
Rsp: 89p, 125g.