Arla Foods is expanding its Lurpak Lighter portfolio with the introduction of a new light butter, set to hit UK shelves next month.
Available in a slightly salted 250g variant, the new block butter is made from just three ingredients: butter, water and salt.
According to Arla, the launch comes after consumer research showed that light or reduced-fat products are often perceived as unnatural and containing many ingredients.
“A key barrier we see in the category is that consumers often believe that lower fat means unnatural,” said Laura Butler, spokesperson for Lurpak.
“As the number one brand in the category, we want to tackle this and offer shoppers a new block butter product that is lower in fat and contains only three natural ingredients.”
The new Lurpak Lighter block will be available next month from Morrisons, Waitrose, Ocado and Amazon, with the product rolling out to Sainsbury’s in May.
In 2019, Arla Foods introduced new recyclable and reclosable Lurpak box packaging, as it aimed to address consumer frustrations with foil packaging.
© FoodBev Media Ltd 2024