Lurpak has gone back to basics with its latest launch, the “softest, most spreadable” addition to its range of spreads.
The Arla brand has amended its Spreadable recipe for Lurpak Softest, set to go on sale across the mults from 21 May (rsp: £3.75/500g).
The lightly salted butter contains added buttermilk retained from churning and a new ratio of butter to rapeseed oil to create the brand’s softest spread outside its Lighter range.
The launch comes a year after the brand ditched its flavoured butter Infusions range, opting instead to focus on ease of spreading for Softest following research showing spreadability was the most important factor for consumers when choosing a butter or spread [Mintel, 2017].
Spreading was closely followed by taste in consumer priorities for butter purchases, said Lurpak, making its Softest product a “no compromise” solution for consumers seeking the convenience and natural ingredients.
“Research shows that 92% of consumers spread butter straight from the fridge [PPlinsights, 2017] so we really wanted to address the issue of spreadability which we know is a barrier to purchase,” said Lurpak brand manager Lucy Hurrell-Morgan.
“We know that many consumers opt for different products depending on the usage occasion but with Lurpak Softest, it has the taste of butter for those special moments along with the practicality to use every day and master good food in a hurry.”
The launch is set to be supported by a new marketing campaign featuring TV, on demand and cinema advertising alongside outdoor, digital, and sampling from 1 June.