LURPAK today and tomorrow

The history of Lurpak® can be divided into three important phases: Registration of the Lur mark in 1901, the launch of Lurpak® in 1957 and the creation of Lurpak® Spreadable in 1997. Following a steady sales rise in the UK, the sales began to flatten in the late 1980s. A revitalisation of the renowned Lurpak® brand became crucial; a lift was needed to keep up with the demands of a new generation of consumers. The answer was Lurpak® Spreadable - a blended product, with added vegetable oil to replace 25% of the butter - which arrived on the market like a bombshell, particularly in the UK . The great taste of Lurpak® had become spreadable and could be used directly from the fridge. The product became an immediate - and unparalleled - success: Selling twice as much as Lurpak® butter in the UK, Lurpak® Spreadable managed to double sales in the UK in just few years, a development pattern which is also repeating itself in other markets.