Arla launches Lurpak Spreadable Infusions in UK

Arla Foods has introduced Lurpak Spreadable Infusions in the UK, as it focuses on expansion through new product innovations.

Lurpak is a £295m butter and spreadable brand, with spreadable growing by 9.5% in volume and 1.4% in value.

Lurpak Spreadable Infusions will be available at retail outlets in May in three flavour combinations, namely Chilli & Lime; Smoked Chipotle; and Sea Salt & Pink Peppercorn.

Lurpak Spreadable Infusions are claimed to be a blend of Lurpak butter and rapeseed oil with added herbs and spices, lightly whipped for easy spreading.

They can be used in wraps, pittas and flatbreads.

Lurpak brand manager Jordan O’Farrell said: "Lurpak Spreadable Infusions taps into the trend of actively seeking out bold and adventurous new flavours, allowing consumers to spread flavour to enhance the taste and texture of breads of the world.

"For our food lover audience who value great taste, Lurpak Spreadable Infusions will be an incremental purchase and especially significant for the lunch occasion. Lurpak Spreadable Infusions will put the brand at the heart of even more good food occasions."

Chilli & Lime combines the sweet zest of lime and fiery chilli. It can serve as a spread over flatbread.

Smoked Chipotle is infused with smoked chipotle chillies and can be ideal for a burrito-style wrap.

Sea Salt & Pink Peppercorn can serve as a spread on soda bread or paninis.

The launch of Lurpak Spreadable Infusions will be supported by a £2m marketing campaign, which will be supported by print, PR, digital and social media.

This year, the firm launched Arla BOB fat-free milk, Arla skyr yogurt drinks and Arla Protein Snack Pots.

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Image: Lurpak Spreadable Infusions will be available at retail outlets in May in three flavour combinations. Photo: courtesy of Arla Foods.