Sales of butter in bottles are booming in Sweden
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- 14 August 2006
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In just two years, Smör- & rapsolja (butter and rapeseed oil) has gone from being a newcomer to one of Arla Foods' most successful products.
Once ranked ninth in the market for liquid fats in Sweden, butter and rapeseed oil is now just one step away from being the top product in the category and the only one to show booming sales - despite the fact that the product sells at a premium.
"Many of us believed in this product and it has performed extremely well," says Jan-Åke Larsson, product developer since 1976. "As a product developer, I'm certainly proud of Smör- & rapsolja, and I always have it in my fridge and freezer. In fact, it's one of the highlights of my career."
One of the reasons for the success of Smör- & rapsolja is that it not only contains vegetable oil, like competing products, but also butter oil. This combination gives both a butter flavour and a liquid consistency. "Butter taste in bottles" as the accompanying advertisement describes the winning concept.
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.