Lurpak Sea Salt (rsp: £1.54/200g) comes in the traditional block butter format instead of the smaller pack sizes often used for flavoured butters and is listed in the multiples. It contains 2% sea salt but is based on Lurpak's standard unsalted butter recipe.
Lurpak maker Arla Foods claimed the launch marked the arrival of the "first significant" branded sea salt butter in the UK. Senior brand manager Thryth Jarvis said the company had tested the market for a branded sea salt butter, and had found shoppers willing to consider buying a sea salt variant on top of regular spread purchases.
In the UK, the sea salt butters, spreads and margarines sub-category is worth £2.3m [Nielsen 52w/e 1 January 2011], up 22.8% in value and 11.4% in volume.