Spreadability is not the last word

In 2001 Lurpak® Lighter Spreadable was added to the range, and now taste was not only spreadable - it also had reduced fat. Again developments were clearly reflected in the sales figures. Looking to the future, Lurpak® is bound to offer new surprises: The Lurpak® family is currently being expanded, and in 2002 Lurpak® variants with spices were launched in the UK, Denmark, USA, Republic of South Africa and the Far East. The most recent innovation is butter-ghee, a canned butter product used for cooking and baking. In 2004 butter-ghee was introduced in markets in the Middle East and is targeted to serve as the gateway for Lurpak® to enter the vast Indian market. So far, 75 markets have welcomed Lurpak®, but large parts of the world are still out there waiting for the good taste to arrive. In recent years Lurpak® has entered a number of new markets: USA, Venezuela, South Africa, Israel, China and a number of North African countries. Now, focus will be directed at new, exciting markets like Russia and India, while continuing to serve the primary markets and developing the Lurpak® family. Combining all the qualities of identity, design, history and quality, the now more than 100-year-old Lurpak® brand is the centre of unprecedented activity.