Arla Foods has launched a 50g “mini block” of its Lurpak butter brand in the UK.
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The “mini me” version of the standard 250g pack is being launched in a bid to fill a gap in the market for smaller packs of butter and help consumers reduce food wastage, the company said.
The 50g pack will be available nationwide in Tesco stores at an RRP of GBP0.50 (US$0.79). Arla then plans to roll out the product to other UK multiples and launch a multipack of six 50g portions early next year.
“Trends identify that smaller pack sizes will play a key role in the future as households get smaller and we’re already seeing a number of mini packs coming into the market in other food categories,” said senior brand manager, Jessica Hardcastle.
“Also, food wastage is high on everyone’s agenda at the moment, so our Lurpak Mini Block is really timely and we believe it will invigorate the sector.”
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By GlobalData
