Lurpak in the USA

Lurpak was introduced in the USA in 1997 with geographical focus on key metropolitan areas on the coasts. The US market for butter is enormous and has historically been dominated by a few big domestic brands. LURPAK is pioneering a small part of the market for premium upscale butters. The prices on premium butters are at least twice the price of locally produced ordinary butter. In 2003, the promotion level was increased with TV and radio advertising raising awareness of the brand among US consumers. Today LURPAK is available nationwide at the deli sections of most supermarkets and at speciality supermarkets.