Building on the success of Lurpak’s Garlic Butter, the brand has today (17 April) announced the launch of Lurpak Chilli & Garlic, a bold new addition to its flavoured butter range.
Rolling out from this month, the new product is “designed to drive excitement and incremental growth in the fast-expanding flavoured butter segment,” Lurpak said.
Lurpak’s Chilli & Garlic carries an RRP of £2.50 and has been crafted to do one simple thing brilliantly - “add real flavour to everyday meals, effortlessly.”
Tapping into a rising appetite for taste and heat, the NPD brings freshness and inspiration to home cooking, helping consumers unlock bigger flavour with minimal effort. Launching in a convenient stick format, it also makes portioning and cooking easier.
Lurpak said its strategy is to unlock new category growth by bringing a modern, flavour-led proposition to market that strongly appeals to younger consumers and expands the brand’s reach.
The launch will sit under Lurpak’s flavour platform, Unleash Full Flavour, which positions the range as the catalyst for good food packed with incredible taste.
A robust, integrated marketing plan will support the launch. OOH, PR, experiential and digital assets will go live to inspire and convert shoppers.
Catriona Mantle, marketing director for butter and spreads at supplier Arla Foods, said: “We’re unlocking even more excitement in the category and building on the momentum we’ve created with our Garlic Butter, the UK’s number one flavoured butter.
“This launch brings the heat and flavour consumers are looking for, in a simple, versatile format that makes great-tasting meals easier every day. We’re confident it will attract new shoppers to Lurpak and drive incremental growth for retailers.”
Looking ahead, 2026 marks Lurpak’s 125th anniversary and will see continued investment and upweighted marketing plans for the brand. It will continue to build on its long-term Good Food Deserves Lurpak platform, reinforcing the taste and quality credentials that drive shopper choice.
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