UK – Anchor has launched an advertising campaign designed to make customers aware that not all dairy spreads contain butter.

The company said that clever marketing by dairy spread manufacturers had led shoppers to wrongly conclude that their products contain butter.

This claim, it said, was supported by research conducted by Anchor, which found that more than half the customers asked believed their favourite dairy spreads included butter in the ingredients. In fact, most are a blend of vegetable oil and the waste product, buttermilk.

The message will be backed by a TV advertising campaign, featuring the characters Cow and Moo. One of the adverts will feature a ‘techno’ cow, which enjoys spreads that contain E-numbers, colourings and other additives. Anchor’s characters, on the other hand, prefer the simple taste of Anchor Spreadable.