Anchor Butter has announced the launch of Anchor Unsalted Block Butter.
Available now, new Anchor Unsalted Block Butter will come in a 250g format at a MRRP of £1.60.
Designed for baking, the demand for unsalted butter among Anchor consumers is growing as is the trend for home baking.
Over 43% of families are baking at least once every fortnight2 so the launch of Anchor Unsalted Block Butter aims to drive value to the category by encouraging shoppers to trade up from lower value lines.
The Anchor Unsalted launch will be supported by a marketing campaign including press creatives within women’s and food monthlies, social media and online activity.
The Anchor brand website will also feature a range of unsalted recipes, encouraging consumers to trial the new butter while home baking.
The new addition to the range will feature Anchor’s latest on-pack promotion, the Anchor Rewards Club, which enables consumers to collect points in order to claim rewards, such as an Anchor branded cake tin or an apron.
Louise Turnbull, Anchor senior brand manager, said:
“The launch of Anchor Unsalted Block Butter is very exciting for Anchor. Not only is the unsalted block sub-category growing by 29% in value but the home baking category is also up 12% presenting a clear opportunity for Anchor Unsalted.
“The new product is great for baking and we know there is a demand for Anchor Unsalted amongst our Anchor loyalists as well as new consumers.
“We’d recommend that retailers add the new product to their Anchor offering to benefit from the consumer interest the new launch and supporting campaign will generate”.