Kerrygold, has taken advantage of the continuing growth in the spreadables market, which is currently growing at 3.27%* year on year and launched two improved Softer butter skus; the ‘Now Even Softer’ butter and ‘Lighter Softer, Reduced salt’.
Kerrygold has developed these products from their existing Softer butter skus to meet emerging consumer needs for convenience and health, while understanding the importance of not compromising on taste.
Kerrygold Lighter Softer – Reduced Salt was developed to offer the consumer a reduced fat butter with the additional benefit of 25% less salt.
The product recently won gold in The Grocer Food and Drink Awards 2010. Kerrygold Lighter beat off strong competition within the finalists’ dairy category to secure a prestigious gold award. This recognised Kerrygold for standing out in terms of taste, content, packaging, shelf presence, brand impact, labelling and value for money.
Alison Palmer, Brand Marketing Controller for Kerrygold explains: “We are delighted Kerrygold Lighter has been awarded gold prize at the recent Grocer awards. Kerrygold Lighter Softer was developed to offer consumers the health benefits we know are important to today’s shoppers – reduced fat and reduced salt, while still delivering great taste.”
Not only does the product stand out in the market place by offering the consumer two distinct health advantages, it is also one of the only lighter spreadables to contain no vegetable oil (most other lighter spreadables add up to one quarter vegetable oil to make themselves spreadable). Therefore Kerrygold Lighter Softer enables the consumer to make a healthier choice without forfeiting convenience for taste.
Capitalising on the 13% year on year volume growth* of the 500g market, Kerrygold Lighter Softer butter is available exclusively in a 500g tub.
Kerrygold is different from many other food brands because it is owned by a cooperative of Irish dairy farmers, many of their farms are small and family run which have often been in the family for generations. The farmers have a key stake in the business, influence how it is run and ensure the highest standards of quality and purity are maintained.
* IRI data 52 w/e 26th December 2009.
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