Kerrygold adds to range with new Spreadable butter
Credit: Kerrygold
Under the brand promise of ‘Simply Made, Simply Spread’, the new Kerrygold Spreadable butter offers convenience due to its enhanced ‘spreadability’ straight from the fridge. The launch comes at a time when Kerrygold is experiencing strong growth with latest sales data showing sales up by 33% in value and 30% in volume, Ornua says.
Made with Kerrygold Irish butter from the milk of Irish grass-fed cows, and blended with rapeseed oil, Kerrygold Spreadable delivers the taste of Kerrygold butter, with the added benefit of being spreadable straight from the fridge.
According to research undertaken by Ornua, the owners of the Kerrygold brand, consumer interest in a Kerrygold spreadable butter offering is significant, with 90% of shoppers claiming they would either buy or be open to trying the product. This reflects the rise in consumer demand for premium dairy products that combine taste, quality and convenience and illustrates the potential of the latest addition to the Kerrygold range.
Commenting on the launch, Nicola Blackmore-Squires, Ornua Foods UK marketing director says, “The UK spreadable butter segment is worth in the region of £640 million per annum in sales, with brands accounting for some 75% of this in value terms. The launch of Spreadable butter comes at a time of strong growth for Kerrygold, in terms of sales, distribution and household penetration, and will help meet what we believe is a growing desire from consumers wanting to engage with the brand.”
Kerrygold Spreadable is available in a 400g gold-coloured tub with a launch RRP of £4. It will begin in Tesco and Waitrose stores across the UK during April, with more major listings confirmed for later in the year. The launch will be supported by a comprehensive above and below the line marketing campaign including print and online media advertising; digital and social media activity; shopper activation and in-store point of sale.
