Butter brand Kerrygold has decided to flag its "great taste" in a GBP2.9m (US$5.8m) push in the UK.

The ads, which launched this week, claim Kerrygold Softer Butter "tastes better" than most spreadable butters as it does not contain any vegetable oil.

Marketing controller Alison Palmer said: "We have taken on board new research which has shown that taste is the most important factor when choosing butter."

The campaign will run until the end of August.