Kerrygold, the UK’s number two block butter brand, is set to launch a new spreadable variant.
Under the brand promise of ‘Simply Made, Simply Spread’, the new line is aimed at consumers who like the taste of butter but want the convenience of ‘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.
Kerrygold Spreadable is made with Irish butter from the milk of grass-fed cows, blended with rapeseed oil to make it spreadable.
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.
Nicola Blackmore-Squires, Ornua Foods UK Marketing Director, said: “The UK spreadable butter segment is worth in the region of £640m per annum in sales, with brands accounting for some 75% of this in value terms. The launch of our new 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.
“Our research shows that when it comes to spreadable butter, the number one key purchase driver is taste, followed by natural goodness and then ease of use. By harnessing the growing brand loyalty for Kerrygold, owing to its renowned quality, unrivalled flavour and Irish grass-fed provenance, we believe we are well-positioned to leverage these strengths to meet the evolving needs of existing buyers of Kerrygold and entice new ones.”
Kerrygold Spreadable is available in a recyclable 400g gold-coloured tub with a launch RRP of £4.00. It will start appearing in Tesco and Waitrose stores across the UK during April, with more listings confirmed for later in the year. The launch will be supported by an 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.
