The Danish dairy industry's biggest ever brand name, Lurpak butter, is about to get a new design. "To ensure that the design stands for the same values, it is important to adapt it to the times at regular intervals," says International Brand Manager Niels Østergaard, MD Foods. The blue bar at the bottom of the silver foil has now been changed to a wavy blue band and at the top of the pack, there is a wavy silver stripe.
Lurpak was introduced as a brand in 1957 following a long period when it had been known as "Danish Lur Branded Butter". Over the years, considerable amounts have been invested in growing the Lurpak brand, including making the Lurpak name more visible on the pack.
The latest change in the current design line dates back to the late 80s.
"The aim is not for consumers to perceive the new design as a revolution," says Niels Østergaard. "The only purpose is to ensure that the design is in keeping with the times."
Sold in more than 50 countries, Lurpak sales total DKK 2 billion including sales of DKK 1 billion in the UK where Lurpak is the leading brand for butter and spreads.