Anchor builds on natural credentials with makeover

To ensure its future as a strong player in the butter and spreads market, Anchor has had a major makeover and will be stepping out in new packaging, from 1 July 2004.

The fresh look follows on from Anchor's hard-hitting advertising campaign, which encourages consumers to re-evaluate their purchase decision within the butters and spreads category on the basis of natural ingredients. The clear and contemporary design of the new packs will visibly communicate Anchor's natural credentials.

Caroline Baker, Anchor Brand Manager said: "Anchor is already a key brand within the butters and spreads market, holding an overall number three brand position and a current market value of £73.4m (+1.0% YOY).

"We are currently attempting to bring new consumers into Anchor Spreadable rather than converting users from block and to achieve this, it is essential that on-shelf Anchor Spreadable communicates positively and accurately to those consumers unfamiliar with the Anchor brand. The old packaging wasn't doing this in the current market place, but the clear, simple and modern design of the new packs will.

"The new 250g and 500g packs of Anchor Spreadable and Anchor Block Butter will feature the latest designs and this will enable us to further capitalise on our pedigree and update the more traditional image of the brand."

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.