Arla has relaunched Anchor unsalted block butter - almost two years after it was scrapped - to tap into the resurgent trend for home baking.

Anchor Unsalted block butter was last listed in the mults in November 2010 [BrandView.co.uk].

Arla hopes the relaunch will enable Anchor to capitalise on the trend for home baking and encourage shoppers to trade up.

The block butter category has grown 29% in value over the past year [Nielsen 52 w/e 9 June] and the home baking category is up 12% [Nielsen 52 w/e 3 March], which together presented a clear opportunity, said Anchor senior brand manager Louise Turnbull. “The new product is great for baking and we know there is a demand for Unsalted among Anchor loyalists as well as new consumers.”

The relaunch will be supported by a campaign including ads in women’s and food magazines as well as online and social media activity.

Countrylife and Lurpak - another Arla brand - already have unsalted block variants. Arla has previously pushed Lurpak as the butter to bake with.

Rsp £1.60 for a 250g block, Anchor Unsalted is rolling into stores now.

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