Lurpak switches from foil to box

By Jim Cornall

- Last updated on GMT

The new Lurpak Butterbox is a reclosable box.
The new Lurpak Butterbox is a reclosable box.

Related tags B cell Arla

Arla’s butter brand, Lurpak, is unveiling new block butter packaging in the UK with the launch of its new Butterbox.

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.

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Stupid idea

Posted by John Illingworth,

What is the problem this solves? If you want to put the whole block into a butter dish, fine, but if you want to use the butter for cooking the block needs to be rewrapped and put back in the fridge when you have cut off a slice. This stupid box means the butter is exposed to the air and will oxidize and it is also messy to handle.

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And what about the recycle element

Posted by Gilly Knight,

Does the box recycle? Is it waxed cardboard? Please tell us if we can also recycle the silver packageing that i have a few of in my drawer of Lurpack wrap?
I cannot find a good answer.

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Is this another crafty downweight?

Posted by Andy,

Interesting to see the image is suggesting a 10% reduction in weight with the butterbox from the current foil covered block at 250g. Do you think the price will reduce by the same amount?

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