Arla Foods has extended its Lurpak spreads range in the UK with the addition of a ‘lighter unsalted’ variant.
The product contains no additives, artificial colourings or preservatives, Arla claims, and has an RRP of GBP2.58 (US$3.89) for a 500g tub.
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Charlotte Buswell, brand manager for Lurpak, said: “We are confident our new Unsalted Lighter Spreadable variant will be a success as there is a strong correlation between Lurpak Lighter and Lurpak Unsalted shoppers, so it made strong commercial sense to launch the Unsalted Lighter Spreadable, marrying the two shopper groups together.”
A GBP12m marketing campaign will support the launch comprising of TV advertising, outdoor, digital, press and PR.
