Introducing the premium dairy-free alternative: Lurpak Plant Based

Lurpak Plant Based is a dairy-free alternative to the brand's premium butter, designed to replicate the cooking performance, spreadability, and taste of traditional Lurpak butter while being suitable for vegan diets and those reducing dairy consumption.

Product innovation

The product utilises a blend of plant oils, including rapeseed and coconut, combined with plant-based ingredients that help deliver Lurpak's characteristic buttery flavor without dairy ingredients. The innovation lies in the fermentation process and emulsification technology that creates a product structurally similar to dairy butter.

This product meets the growing consumer demand for premium plant-based alternatives to dairy products. Its competitive advantage stems from leveraging Lurpak's reputation for quality while addressing the expanding plant-based market.

Also allows consumers to maintain cooking habits and taste expectations while shifting to plant-based options.

Development

The concept was developed in response to data showing significant growth in plant-based dairy alternatives, particularly among premium consumers. Arla Foods (Lurpak's parent company) invested in extensive research to develop a plant-based product that would maintain the brand's quality standards and cooking performance.

Trend

According to Mintel's 2023 Plant-Based Foods Report, the plant-based butter and spread market grew by 18% in 2023, outpacing both traditional dairy and other plant-based categories.

Euromonitor International data indicated that 42% of global consumers were actively reducing dairy consumption, with 67% of these citing environmental concerns.

The US Kantar Consumer Worldpanel reported in 2023 that 54% of plant-based purchases are made by non-vegan consumers seeking to reduce animal product consumption.

Launch Details

Launched initially in the United Kingdom and select Northern European markets in February 2024.

The product was priced at £3.50 for a 225g pack, maintaining premium positioning consistent with the traditional Lurpak range.