Since the end of the 19th century, Danish butter has been an important part of the British breakfast table. In fact, the UK has always been the most important market for LurpakŪ products.
In the mid 1970s, LurpakŪ sales suffered as a result of the declining butter consumption in the UK. This decline in LurpakŪ sales continued until 1997, when LurpakŪ Spreadable was introduced. LurpakŪ Spreadable blends LurpakŪ butter with vegetable oil in order to make it spread straight from the fridge. This signalled the start of a new era for LurpakŪ. The brand bucked the downward trend as LurpakŪ started appealing to a new generation of consumers. After a severe reduction in sales for more than two decades, LurpakŪ started taking market share from other butter brands and from the margarine brands.
The brand’s development continued in 2001, with the introduction of LurpakŪ Lighter Spreadable - a reduced fat content LurpakŪ Spreadable. This has been an extremely successful addition, contributing to the doubling of all LurpakŪ products sales since 1996. The UK now accounts for 2/3rds of all LurpakŪ sales and is still growing. Today only 25% of LurpakŪ sales are from block butter with the remaining 75% through the spreadable products.
The LurpakŪ family is still being expanded. In 2002, LurpakŪ launched a flavoured butter - LurpakŪ with Crushed Garlic. A simple and easy way to spice up any meal occasion.