Lurpak has announced the launch of Lurpak Chilli & Garlic to “drive excitement and incremental growth” to the flavoured butter category.
Lurpak Chilli & Garlic (rsp: £2.50/125g) will roll out in a stick format into Morrisons and Ocado this month, with wider distribution from May 2026.
It has been launched to “add real flavour to everyday meals, effortlessly”.
“Tapping into a rising appetite for taste and heat, this NPD brings freshness and inspiration to home cooking, helping consumers unlock bigger flavour with minimal effort,” the brand said.
The launch is part of Lurpak’s strategy to support category growth through modern, flavour-led propositions which appeal to younger consumers and expand the brand’s reach.
It will sit under Lurpak’s flavour platform, Unleash Full Flavour, and will be supported by an integrated marketing campaign including out of home, PR, experiential and digital.
“With Lurpak Chilli & Garlic, we’re unlocking even more excitement in the category and building on the momentum we’ve created with Lurpak Garlic Butter, the UK’s number one flavoured butter,” said Catriona Mantle, marketing director for BSM at Arla Foods. “This launch brings the heat and flavour consumers are looking for, in a simple, versatile format that makes great-tasting meals easier every day.
“We’re confident it will attract new shoppers to Lurpak and drive incremental growth for retailers.”
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