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.