New product for Middle East
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- 01 April 2004
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Arla Foods is launching a new exclusive product under the Lurpak brand in the Middle East – Lurpak Butter Ghee.
Produced at Rødkærsbro Butter Dairy where new production machinery melts the butter and separates the water, the result is a granular, semi-solid product. It will mainly be used for baking, frying or enhancing the flavour of boiled rice.
A luxury product, Lurpak Butter Ghee will sell at a premium compared to butter.
As many consumers prefer fat-reduced products, Arla in Denmark currently has a surplus 10,000 tons butter fat. Some of this is now exported as butter ghee to countries on the Gulf and to new markets in North Africa.
“In the longer-term, the aim is to market Lurpak Butter Ghee to immigrants in European cities and Denmark,” says Rasmus Strande Hansen, Product Manager, Overseas Division.
Middle Eastern consumers purchase 20,000 tons butter per year, while the market for butter ghee is 13,000 tons.
Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.