Through the latter half of the 20th century LURPAK has moved from being available in a few, large markets to gaining access to markets in most of the world.
Today, LURPAK is one of the world’s best-distributed brands in the butter and spreads market, and in many countries is the market leader. The UK has always been the main market for Danish butter since exports began and today imports two thirds of all LURPAK products.
New products have been added to the LURPAK range in the UK, which now boasts over 18% of value market share with LURPAK Spreadable being the No. 1 value sales product in the category.
Also in the Danish market LURPAK is the market leader. Most Danes associates real butter with LURPAK and sales figures speak for themselves with the home market share for LURPAK being approx. 60%.
The history of LURPAK spreading from a few large markets and branching off to many markets across the globe begins in the middle of the 20th century: Step by step LURPAK products have been introduced to new markets, some of them obvious, while others seemed almost inaccessible at first glance.
But through determination, co-operation with local importers and persistence LURPAK products can now be found in all corners of the globe.