Arla is extending Lurpak – it's biggest UK brand – into the spreadable olive oil market.
Lurpak Spreadable Lighter with Olive Oil, which contains 15% olive oil, will be available from the end of the month. Arla hopes to tap into the £64m [Nielsen, 52 w/e 11 June 2011] olive spreads market.
The launch would "respond to the growing consumer trend for healthier products, while also encouraging consumers to trial new and exciting products made with quality ingredients," said Lurpak brand manager Samantha Peel.
The product will be available in 500g tubs (rsp £2.98).
Third Party: The cautionary tale of Lurpak’s free seeds (16 July 2011)
Unilever still topping rival in spreads (2 July 2011)