Arla has dropped prices and cut pack sizes across Lurpak products to support shoppers amid the cost-of-living crisis.
From this week, the recommended selling price of Lurpak’s 250g and 750g spreadable varieties will be reduced by 20%, The Grocer reported.
This comes as the dairy company has introduced a smaller 400g spreadable pack to replace its 500g tubs, which is also 20% cheaper than the larger former product.
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In May, Lurpak shrunk its 250g salted, unsalted and ‘lighter’ block products to 200g.
The move came as Arla looked to make “price points more accessible for shoppers.”
Arla UK MD Ash Amirahmadi told The Grocer: “What we want consumers to see loud and clear is that Lurpak is doing its bit to help at a very, very difficult time.
“This will be welcome for consumers because budgets are tight and this is a premium product.”
The butter company had previously raised the price of its products to ensure that dairy farmers get a “fair deal”. But as the new pack sizes and prices have been welcomed by Arla farmers, similar changes are set to be made across the Anchor butter brand.
2 Comments. Leave new
How is this “doing their bit”? They’re just conning customers. I’ll stick with Norpak thanks
I totally agreee it’s a con – Arla has just duping shoppers into thinking they are getting a better price. I won’t buy now on principle