Lurpak Slightly Salted Spreadable 400g

Lurpak invests in price, promotions and pack size to help cash-strapped shoppers

  • Lurpak is investing in price and promotions across major supermarkets – including 250g and 750g spreadable options - but shelf prices are ultimately set by retailers
  • Lurpak will replace its 500g spreadable pack with a 400g spreadable option – and the price has also been lowered by 20% to make sure shoppers don’t lose out
  • These changes have been driven by research with over 2,500 shoppers to understand the best pack size and pricing options to help cash strapped shoppers

It has been announced today (30 June) that the price of Lurpak, the UK’s most loved butter brand, has begun to come down across major supermarkets.

The brand has confirmed that the price of its 250g and 750g packs of Lurpak has been reduced, although pricing is set by retailers.

Shoppers will also begin to see a new 400g spreadable pack on shelves, which will replace the 500g tub. This follows the recent introduction of a new 200g block butter to replace the 250g pack. Lurpak has confirmed that whilst pricing on shelf is set by retailers, the price per 100g for its new 200g block butter and 400g spreadable packs, should be lower for shoppers.

Lurpak is owned by Arla, which is the UK’s largest dairy cooperative. Speaking about the news, Ash Amirahmadi, managing director at Arla, said: “At Arla we recognise the inflationary cost of living pressure on consumers as they struggle to balance their household budgets. It’s important that Lurpak invests in easing that pressure on cash strapped shoppers when we are able to.

“There are many different factors that affect the price consumers pay in store, and we work extremely closely with our retail partners to ensure we deliver tasty, quality dairy at the best possible price for shoppers.”

As a dairy cooperative, all profits in the UK go back to Arla’s 2,000 UK farmer owners, and whilst Arla continues to work hard to minimise the inflationary impact for consumers, at the same time the business must ensure that its farmers are able maintain the supply of products into shops.

Ash Amirahmadi continues: “Since the Autumn of 2021 our farmers have experienced significant cost pressures due to global factors of conflict and the disruption coming out of Covid. Our farmers have had to pay significantly more for their feed, fertiliser and fuel; and these factors have disproportionally impacted the global dairy sector, including the UK. Cost pressures on farm are still at historical highs, so we must keep supporting our farmer owners.”

Contact Information

Fiona Lane