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Anchor Butter is New Zealand butter, the company has probably spent millions over the decades telling us this. I bought Anchor Butter as it was totally different to UK produced butter, Anchor had a deep yellow colour and really nice flavour. The product is now totally different, it looks and tastes nothing like what it has replaced. Anchor had just become yet another unremarkable UK butter. They (Arla) have destroyed their unique selling point. They continue to market Anchor as if nothing has happened, using descriptions like " a taste of home", "Original" and "since 1886" It is NOT original, and more like "since 2012" than 1886. I see many similar questions being raised on the Anchor Facebook page which are either ignored totally or a bulk standard reply asking the person to contact Arla for an explanation. If they had nothing to hide they would just answer honestly on their Facebook page. When I contacted Arla by telephone the experience was positively hostile. I have passed on my comments to the Advertising Standards Authority as I genuinely believe it is wrong to fundamentally change the product then continue to market it using the aforementioned descriptions and judging by the comments on here, I am not alone feeling duped. Arla told me that Authentic NZ Anchor will not be returning to the UK so for those yearning for something similar there is a certain Irish brand butter available which is very similar. I believe Morrisons own brand "softer" butter is made in Ireland and is also very similar. I will not be buying Anchor/Arla produced products again. Shame on you Arla!