Lurpak in the UK

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