Arla Foods is to take its flagship butter brand Lurpak into the organic category in the UK.

The dairy giant will launch Lurpak Organic Spreadable this month in a bid to break into a sector dominated by own-label products.

Lurpak brand manager Jessica Hardcastle said: "Our research tells us that consumers want an organic butter, spreads and margarine product from a brand they can trust.

"The Lurpak brand is seen as pure, natural and best tasting by consumers and an organic version is a natural extension to our portfolio."