Lurpak overtakes its rival to become the UK’s number one BSM brand
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- 06 July 2007
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Lurpak® is now the UK’s most popular BSM brand having overtaken Flora for the first time. On June 16 the value of the brand hit an all time high of £178.9m knocking Flora off the top spot, which it has occupied for the last two decades.
“I am absolutely delighted that Lurpak is now the number one brand,” said Simon Stevens, business group director for commercial. “To have overtaken Flora, given that it was nearly twice the size of Lurpak eight years ago, is a phenomenal performance. It is even more exceptional when you consider the consumer trend towards eating healthier products, clearly though consumers aren’t prepared to sacrifice taste.”
Lurpak® is consistently voted ‘best tasting’ by British consumers. And for those shoppers for whom health is still a consideration, Lurpak® Lighter has been particularly successful in attracting consumers striving for a balanced diet. Also Arla Foods was quick to respond to concerns regarding salt levels, launching Lurpak® Unsalted, the biggest BSM launch in 2006.
David Blackshaw, strategic category development manager, says Lurpak® has all the bases covered when it comes to satisfying consumers needs, which explains why sales have continued to grow in a declining market.
“Despite being a brand that is over a century old, we continually invests in new and existing lines which is why new consumers are buying into the brand and existing ones are so loyal.”
The Lurpak® growth has been driven by a number of factors including the new marketing campaign which comprises TV and press advertising, outdoor posters, a new website and promotional activity with Arla’s customers.
The total BSM market in the UK is worth £896 million with Lurpak® contributing £179 million to this. Despite this being a market declining in volume, since June 2006 Lurpak® has grown by 6.4 per cent..
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.