Arla Foods launches the New Zealand butter brand, Green Lea, in the Danish market. Green Lea butter comes from cows which graze outdoors throughout the year. It will be retailed at a lower price than Lurpak.

In recent years, foreign discount butter has obtained a market share in Denmark of around 20 %.

”With Green Lea we’re offering consumers a cheaper and different butter product,” says Product Manager Laurent Ponty, who expects Green Lea to take a 5% share of the Danish butter market.

Green Lea is made by New Zealand’s Fonterra with which Arla Foods has a partnership regarding sales, distribution and marketing of butter in the UK.

Fonterra ships approximately 26,000 tons butter to Arla’s butter dairy in Varde in Denmark and the Götene Dairy in Sweden, where the butter is packed and dispatched to the UK.