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