Kerrygold has launched Kerrygold Spreadable butter.
The new launch (rsp: £4/400g) is designed to appeal to “butter lovers who crave the great taste of Kerrygold with added convenience”.
It is made from Kerrygold Irish butter from the milk of Irish grass-fed cows and blended with rapeseed oil to give it ‘spreadability’ straight from the fridge.
“The UK spreadable butter segment is worth in the region of £640m per annum in sales, with brands accounting for some 75% of this in value terms,” said Nicola Blackmore-Squires, Ornua Foods UK marketing director. “The launch of our new Spreadable butter comes at a time of strong growth for Kerrygold, in terms of sales, distribution and household penetration, and will help meet what we believe is a growing desire from consumers wanting to engage with the brand.”
The brand previously had a spreadable butter SKU made with vegetable oil but it was delisted from Tesco in June 2018.
According to research undertaken by Ornua, the owners of the Kerrygold brand, consumer interest in a Kerrygold spreadable butter offering is significant, with 90% of shoppers claiming they would either buy or be open to trying the product.
“Our research shows that when it comes to spreadable butter, the number one key purchase driver is taste, followed by natural goodness and then ease of use,” said Blackmore-Squires. “By harnessing the growing brand loyalty for Kerrygold, owing to its renowned quality, unrivalled flavour and Irish grass-fed provenance, we believe we are well-positioned to leverage these strengths to meet the evolving needs of existing buyers of Kerrygold and entice new ones.”
The launch will begin rolling out in Tesco and Waitrose stores in April, with more major listings confirmed for later in the year.
It will be supported by a comprehensive above and below the line marketing campaign including print and online media advertising, digital and social media activity, shopper activation and in-store point of sale.
This follows on from the launch of Kerrygold’s sweet spreadable lines last month.
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