Butters: spreadability is in the centre of attention

Despite the strong price competition the Meggle brand does well in the butter category. Both value and volume sales have increased and among branded products Meggle is the 2nd best in terms of annual volume sales. Szilvia Cserepes, junior brand manager with Meggle Hungary Kft. told our magazine that they see great potential in spreadable, fat butters – this is the reason why recently they put Meggle Alpinesse on the market: this 250g unsalted butter in a box, made from carefully selected Alpine milk and quality rapeseed oil, has excellent taste and can be spread at once when taken out of the fridge. In 2013 Foodnet managed to realise modest growth in Lurpak butter sales and this year sales improved by two-digit numbers. Zoltán Haga, purchasing manager at Foodnet Kft. informed us that today Lurpak is Hungary’s leading brand in the premium butter segment. Their latest product in the Hungarian market is Lurpak spreadable butter with olive oil. The company’s main innovation goal is to make butter from the best ingredients using the best technology, positioning products in the right channels. Glatz Hungary Kft. is the distributor of Marilussy’s peanut butter, sales of which keep growing month after month. We learned from marketing manager Rita Habuda-Salyámosy that the peanut butter market is just being established in Hungary. There are PL products but discounters tend to sell them in in-out promotions. Marilussy’s peanut butters’ peanut content is very high, 90 and 93 percent. Both the creamy version and the one with peanut bits are perfect for making sandwiches or as cooking ingredients.