Lurpak, the premium Danish butter brand owned by dairy cooperative Arla Foods, has announced the launch of a plant-based version of its spreadable butter.
According to Arla, Lurpak Plant Based provides the same quality and functionality as dairy-based Lurpak Spreadable, and is suitable for spreading, cooking, and baking. It is also said to have a simple ingredients list.
Arla said new product innovation was a key part of its growth strategy, and that bringing Lurpak into the plant-based category would help to strengthen its brands in key markets. The cooperative also noted that more consumers are now opting for dairy alternatives, meaning that Lurpak Plant Based will add value to both retailers and consumers.
Farmer backlash
The new Lurpak product has attracted some controversy from Arla’s farmer-owners, many of whom believe the brand should focus on conventional dairy. As reported by Farmers Weekly, some argued that the product should have been launched under Arla’s plant-based JÖRĐ brand, which currently offers oat-based milk and yogurt alternatives. Others claimed the launch would undermine consumer trust in the brand.
But notably, Arla decided to introduce the product after figures showed that 80% of Lurpak customers were over the age of 45. The brand’s sales also fell by 4.7% in 2022 compared to the previous year.
Plant-based butter thrives
Meanwhile, the plant-based butter market is expected to see significant growth by 2030, and products such as Flora Plant B+tter have proven to be highly successful. This suggests that some consumers — particularly younger ones — have made the switch to plant-based alternatives.
“As a farmer-owned cooperative, dairy is and always will be at the heart of Arla,” said Peter Giørtz-Carlsen, Chief Operating Officer at Arla Foods. “But in order to strengthen the position of our brands and attract new consumers, we have to innovate. The launch of Lurpak Plant Based gives us the opportunity to bring the quality and taste of Lurpak to consumers. This ultimately ensures we continue driving growth across our portfolio and creating value that goes back to our farmer-owners.”
Lurpak Plant Based will launch at UK stores on August 21, with Danish stores following on August 26.
