Lurpak Introduces Mini Block

A first in the UK, the stylish little ‘mini me' version of Lurpak's Classic 250g block is available nationwide in Tesco from the beginning of November followed by a roll out to other multiples and the introduction of a 6X50g multipack in the new year.

11/06/08 Number one butter brand, Lurpak, has launched a unique 50g Slightly Salted Mini Block which the company believes will fill a gap in the market for smaller packs of butter and help consumers reduce food wastage.

A first in the UK, the stylish little ‘mini me' version of Lurpak's Classic 250g block is available nationwide in Tesco from the beginning of November followed by a roll out to other multiples and the introduction of a 6X50g multipack in the new year.

At 50p rrp, the new pack offers the lowest price point in the block butter category.

Lurpak believes the current 250g pack size is a barrier to purchase for the increasing number of smaller, younger, more affluent households who love cooking and entertaining but only do it occasionally, and is confident that the new pack size will bring more consumers into the BSM sector and drive incremental sales for retailers.

Says Senior Brand Manager, Jessica Hardcastle: "We believe that a smaller, one-occasion pack will bring new and non-block users into the brand and encourage repertoire purchase.

"They may use other brands or own label every day, but they're into good food, they cook from scratch and they want something special like Lurpak for recipes, dinner parties and cheeseboards."

The company also says that the Lurpak Mini Block could help redress the decline in the butter market.

According to Hardcastle, the decline in block butter is coming from younger households, with 36% of non or infrequent block buyers claiming that pack size is an issue because they don't use butter enough.

"Trends identify that smaller pack sizes will play a key role in the future as households get smaller and we're already seeing a number of mini packs coming into the market in other food categories.

"Also, food wastage is high on everyone's agenda at the moment, so our Lurpak Mini Block is really timely and we believe it will invigorate the sector."

Lurpak believes pre-Christmas is the optimum time for launch. According to TNS data, 5% of the population only buys block butter at Christmas and sales of branded and block butter tend to rise as people want quality, indulgence and the confidence of a trusted brand for their Christmas cooking and entertaining.

The 6 X 50g Multipack (£1.95 rrp) launches in January. Highlighted as suitable for freezing, consumers can use a pack as and when required for freshness and convenience and to minimise waste.

Response from retailers has been positive. Says Samantha Sandall, Buying Manager, Tesco: "Tesco recognise the need to offer our customers smaller pack sizes of butter in a bid to reduce food wastage and control fat and calorie intake.

"We are thoroughly behind the launch of a 50g Lurpak Mini Block and are launching it in Tesco from the beginning of November."