Arla Foods is launching an unsalted variant to its Anchor butter range.
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Anchor Unsalted launches on 1 September and joins the company’s Standard Block, Spreadable and Lighter range.
“Driven by messages from the FSA and health professionals, consumers are increasingly looking for products lower in salt,” said Anchor brand manager, Emily Oldridge. “During our 2007 and 2008 experiential campaigns, one of the most popular requests from consumers was for Anchor to launch an unsalted variant. So, there is clearly a gap in our range and a huge growth opportunity for the Anchor brand.”
The company said its launch of sister brand Lurpak’s Unsalted Spreadable was hugely successful, with unsalted products accounting for almost 10% of Lurpak total brand value.
A spokesperson for Anchor told just-food the brand launch would not be supported by a marketing campaign as a result of the brand getting “heavy support already”. No figure was disclosed as to how much the launch was costing the company.
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By GlobalDataAnchor is predicting its Unsalted butter will be worth a minimum of GBP3m (US$5.9m) in its first year, with sales coming from brand loyalists and new users.
The pack will have a blue background to differentiate it from existing packs and an RSP of GBP1.22.
