Australia’s discovering the taste of Lurpak
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- 1 min
- Published:
- 04 September 2006
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Sales of Lurpak are expected to treble in Australia this year. To meet demand, ten containers containing Lurpak butter was recently dispatched ”down under”.
”As Lurpak is three times as expensive as local butter, our customers doubted that our products stood a chance in Australia,” says Sales Manager Lars Møller Henriksen, who is based in Kuala Lumpur, Malaysia. ”Nevertheless, the excellent taste has won them - and Australian consumers - over.”
Lurpak arrived in Woolworths last year and is now listed with the Coles chain. By far the biggest in Australia, the two multiples between them account for around 80% of the retail sector. The breakthrough means that last year’s Lurpak sales in Australia of approx. 100 tons are expected to rise to 300 tons this year.
”Even if these are not huge volumes, they represent a highly profitable business,” says Lars Møller Henriksen. ”It’s, therefore, important to build up stocks and establish an efficient distribution system. We’re also focusing on new store promotions and adverts in lifestyle magazines such as Vogue to communicate Lurpak’s qualities to even more consumers."
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Arla Foods is an international dairy company owned by more than 8,400 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.
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