Lurpak launches first block packaging innovation since 1957

Foil packaging was first introduced in 1957 but with no major innovation since then, consumer insight revealed that 45% consumers agree that block butter packaging is messy to use, and 57% consumers said they would be more likely to purchase Block Butter if the packaging was easier to open and reseal*. Aiming to add value into the block butter category, the new Lurpak Butterbox is a convenient reclosable box that addresses the consumer barriers & frustrations with Block Butter in foil.

Lucy Hurrell-Morgan, Lurpak Brand Manager, comments, “Block butter is of huge commercial importance to the category and has strong taste and heritage credentials with consumers; however, we know that there are barriers for shoppers when it comes to buying block butter and this has impacted on the value of the category as a whole.”

“With over a third of consumers admitting they don’t buy block butter because they believe the packaging is messy*, we want to give them a mess-free reclosable box  to help overcome these challenges. As the UK’s number one butter brand**, the new Lurpak Butterbox will add value to the category and give consumers a reason to trade up to Lurpak Block Butter.

Lurpak Butterbox is available in Asda from 2^nd September in 12x225g format and will be supported by a £2m marketing campaign from October, including a national outdoor campaign, digital, shopper and experiential activations.