Our story

In 1901, Danish farmers created more than butter – they created a mark of trust. Lurpak® was introduced as a collective Danish quality seal, guaranteeing consistently exceptional butter. The name comes from the “lur”, a Bronze Age musical instrument – still proudly featured in the logo today.

By setting rigorous standards across dairies, Lurpak® helped establish Denmark as one of the world’s leading butter exporters. The foundation was clear: uncompromising quality, rooted in Danish craftsmanship.

As Danish butter exports grew, Lurpak® entered the UK market – a move that would shape its future. The brand quickly became associated with premium quality in British households, laying the groundwork for what would become its largest international market. Thanks to the two new Lur brand laws, consumers were guaranteed premium quality butter on their table.

The 1950s saw two major technologies that revolutionised Lurpak®. At the beginning of the decade, the packaging machine was introduced. First, the original wooden casks with specially branded staves were replaced by a more hygienic greaseproof paper. Then this was replaced by the elegant foil packs we know today, carrying the Lurpak® name. 

But it was not only the packaging that went through innovation. The century-old butter churn was replaced by the continuous butter-making machine.

As post-war Europe rebuilt, demand grew for dependable, premium food. Lurpak® leaned confidently into its identity as pure, natural Danish butter made with care. The packaging became iconic – silver foil with a clean typography and the unmistakable twin lur horns acting as a seal of authenticity. On the shelf, it signalled quality before the pack was even opened.

This was the breakthrough era. Lurpak® expanded strongly across international markets and transformed its advertising with Douglas the Butterman, a charming stop-motion figure made entirely of butter who became especially popular in the UK. Alongside Douglas, other creative campaigns, such as “Spoil the Cow”, were running across different markets, reinforcing Lurpak’s bold and imaginative approach to butter. The campaigns were witty, playful, and distinctly premium, giving butter something unexpected: personality. Butter was no longer just an ingredient. It became a brand.

Following a sponsorship contract between the Danish Football Association, DBU, and the Dairy Board from 1987, the Lurpak® logo ended up being on the players' jerseys when the Danish national team won the European Championship in 1992, even though they did not qualify in the first place. The sponsorship continued throughout the 1990s.

In April 1990, Danish consumers were introduced to a new spreadable fat product. It was branded under a different name and supported by the slogan, “Good taste has become spreadable – directly from the fridge.”

In January 1997, Lurpak® introduced Lurpak® Spreadable in the UK. Responding to changing consumer habits, it offered the taste of real butter straight from the fridge. The launch became a major growth driver, helping revitalise the category and strengthen Lurpak®’s leadership in its biggest market. Convenience met quality – without compromise.

As food culture surged – from TV chefs to passionate home cooks – Lurpak® repositioned itself at the heart of creativity in the kitchen. Campaigns like “Good Food Deserves Lurpak®” reframed butter as a creative tool, not just a staple. The range evolved to suit modern lives: spreadable blends, lighter options, organic varieties, and convenient resealable tubs 

Visually, the brand became more minimalist and contemporary, celebrating Good Food and quality ingredients.