UK: Arla launches Lurpak Infusions

The UK arm of Danish dairy cooperative Arla has announced the launch of Lurpak Fusions, a new butter-based spread that claims to be "redefining the role for spreadables amidst changing consumer food preferences".

Lurpak Spreadable Infusions are described as a blend of Lurpak butter and rapeseed oil with added herbs and spices, lightly whipped for ease of spreading, promoted as "the perfect solution to a range of new host occasions, including wraps, pittas and flatbreads".

The Lurpak Spreadable Infusions line comprises the varieties Chilli & Lime, "combining the sweet zest of lime and fiery chilli, perfect spread over a warm flatbread"; Smoked Chipotle, "infused with bold smoked chipotle chilies, ideal for a great tasting burrito-style wrap"; and Sea Salt & Pink Peppercorn, "best spread on soda bread, or paninis". They each sell at an RRP of £1.25 for a 115g tub.

Commenting on the launch, Lurpak brand manager Jordan O'Farrell commented: "Lurpak Spreadable Infusions taps into the trend of actively seeking out bold and adventurous new flavours, allowing consumers to spread flavour to enhance the taste and texture of breads of the world. For our food lover audience who value great taste, Lurpak Spreadable Infusions will be an incremental purchase and especially significant for the lunch occasion. Lurpak Spreadable Infusions will put the brand at the heart of even more good food occasions".

Source: Arla