Lurpak switches from foil to box

Foil packaging was first introduced in 1957 but Arla said that with no major innovation since then, Mindmover Block Butter Packaging Research in September 2018 revealed 45% consumers agree that block butter packaging is messy to use, and 57% consumers said they would be more likely to purchase block butter if the packaging was easier to open and reseal.

The new Lurpak Butterbox is a reclosable box that Arla says addresses the consumer barriers and frustrations with block butter in foil.

Lucy Hurrell-Morgan, Lurpak brand manager, said, “Block butter is of huge commercial importance to the category and has strong taste and heritage credentials with consumers; however, we know that there are barriers for shoppers when it comes to buying block butter and this has impacted on the value of the category as a whole.​

“With over a third of consumers admitting they don’t buy block butter because they believe the packaging is messy, we want to give them a mess-free reclosable box to help overcome these challenges.”​

Lurpak Butterbox is available in retailer Asda from September 2 in 12x225g format.