Arla launches ‘mini me’ Lurpak
Dairy company Arla Foods has launched a 50g mini block of Lurpak.
The famous butter brand will add the "mini me" version of its standard 250g packs to its product line in a bid to reduce national food waste.
The smaller blocks will aim to fill a gap in the market for smaller packs of butter.
"Trends identify that smaller pack sizes will play a key role in the future as households get smaller, and we’re already seeing a number of mini packs coming into the market in other food categories," said senior brand manager Jessica Hardcastle.
"Also, food wastage is high on everyone’s agenda at the moment, so our Lurpak Mini Block is really timely and we believe it will invigorate the sector."
Arla plans to supply the product to other UK shops and launch a multipack of six portions early next year.
The 50g pack will be sold at a RRP of 50p in all Tesco stores nationwide.
Copyright © PA Business 2008
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