Kerrygold has launched a lighter block butter in a bid to stem the flow of health-conscious consumers out of the category.
Kerrygold Lighter Unsalted packet butter which contains 25% less fat than standard packet butter was a category first, claimed manufacturer Adams Foods, and would enable consumers to make a healthier choice.
"We are aware that packet butter consumers are moving out of the category and we hope this will entice them back," said Alastair Jackson, marketing director at Adams Foods.
The butter would also capitalise on the success of the unsalted butter market which is growing at 5% year-on-year by volume, in contrast to salted, which is in 4% decline [Symphony IRI 52w/e 19 March 2011].
Kerrygold Lighter Unsalted (rsp: £1.30 for 250g) will hit Morrisons stores on 1 May. The launch will be supported through special promotional packs.
Kerrygold Lighter Unsalted packet butter which contains 25% less fat than standard packet butter was a category first, claimed manufacturer Adams Foods, and would enable consumers to make a healthier choice.
"We are aware that packet butter consumers are moving out of the category and we hope this will entice them back," said Alastair Jackson, marketing director at Adams Foods.
The butter would also capitalise on the success of the unsalted butter market which is growing at 5% year-on-year by volume, in contrast to salted, which is in 4% decline [Symphony IRI 52w/e 19 March 2011].
Kerrygold Lighter Unsalted (rsp: £1.30 for 250g) will hit Morrisons stores on 1 May. The launch will be supported through special promotional packs.
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