Lurpak launches spreadable plant-based variant to UK supermarkets

Arla Foods has announced the launch of Lurpak Plant Based into the UK and Danish retail markets.

The long awaited Lurpak Plant Based, which is promised to offer the “great taste and quality that the premium butter brand is renowned for”, will be available to British shoppers from 21 August.

The SKU is made from rapeseed oil, coconut oil, shea oil, water, oat, culture, salt, carrot concentrate and lemon concentrate.

The brand said that during development it had been important that the product had a simple ingredients list while continuing to deliver the same functionality as Lurpak Spreadable.

“As a farmer-owned co-operative, dairy is and always will be, at the heart of Arla,” said Peter Giørtz-Carlsen, executive vice president and COO of Arla Foods. “But in order to strengthen the position of our brands and attract new consumers, we have to innovate.

“We believe there is room for both dairy and non-dairy in a healthy, sustainable diet and our new innovation in plant-based allows us to offer our shoppers that choice within our brand portfolio.”

Read more: Arla to launch plant-based Lurpak variant next year

The brand said Lurpak Plant Based aimed to meet changing consumer demands and new consumption habits.

“The launch of Lurpak Plant Based gives us the opportunity to bring the quality and taste of Lurpak to consumers,” added Giørtz-Carlsen. “This ultimately ensures we continue driving growth across our portfolio and creating value that goes back to our farmer owners.”

Arla has not yet confirmed official pricing but it said it will be a similar price point to Lurpak Spreadable.