Kerrygold, the UK’s fastest-growing major butter brand and number two branded block butter1, is set to build on its momentum with the launch of a new Kerrygold Spreadable butter.
Under the brand promise of ‘Simply Made, Simply Spread’, the new Kerrygold Spreadable will appeal to butter-lovers who crave the great taste of Kerrygold with added convenience due to its enhanced ‘spreadability’ straight from the fridge. The launch comes at a time when Kerrygold is experiencing strong growth with latest sales data showing sales up by 33% in value and 30% in volume2.
The addition of Kerrygold Spreadable to the brand range ensures consumers who find themselves increasingly on-the-go, don’t have to compromise on flavour or quality when it comes to preparing quick and tasty meals. Made with Kerrygold pure Irish butter from the milk of Irish grass-fed cows, and expertly blended with rapeseed oil, Kerrygold Spreadable delivers the smooth, rich, creamy taste of Kerrygold butter, with the added benefit of being spreadable straight from the fridge.
According to research undertaken by Ornua, the owners of the Kerrygold brand, consumer interest in a Kerrygold spreadable butter offering is significant, with 90% of shoppers claiming they would either buy or be open to trying the product. This reflects the rise in consumer demand for premium dairy products that combine taste, quality and convenience and illustrates the exciting potential of the latest addition to the Kerrygold range.
Commenting on the launch of the new Kerrygold Spreadable butter, Nicola Blackmore-Squires, Ornua Foods UK Marketing Director said: “The UK spreadable butter segment is worth in the region of £640 million per annum in sales, with brands accounting for some 75% of this in value terms3. The launch of our new Spreadable butter comes at a time of strong growth for Kerrygold, in terms of sales, distribution and household penetration, and will help meet what we believe is a growing desire from consumers wanting to engage with the brand.
“Our research shows that when it comes to spreadable butter, the number one key purchase driver is taste, followed by natural goodness and then ease of use. By harnessing the growing brand loyalty for Kerrygold, owing to its renowned quality, unrivalled flavour and Irish grass-fed provenance, we believe we are well-positioned to leverage these strengths to meet the evolving needs of existing buyers of Kerrygold and entice new ones.”
Kerrygold Spreadable is available in a convenient and recyclable 400g gold-coloured tub with a launch RRP of £4.00. It will start appearing in Tesco and Waitrose stores across the UK during April, with more major listings confirmed for later in the year. The launch will be supported by a comprehensive above and below the line marketing campaign including print and online media advertising; digital and social media activity; shopper activation and in-store point of sale.
1 52we Circana EPOS to 25th Jan 2025. IRI All Outlets GB & KWP Discounters
2 52we Circana EPOS to 22 Feb 2025 IRI All Outlets GB & KWP Discounters
3Tesco Online and In-store
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