Lurpak faces shopper backlash after shrinking block of butter

By: Trademagazin editor Date: 2023. 06. 01. 09:59

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Arla Foods butter brand, Lurpak is facing negative customer reactions as it has shrunk the size of a block of butter by 20%.

The Danish brand has cut its 250g packs to 200g across its salted, unsalted and ‘lighter’ block varieties,” the Telegraph reported.

This also comes the average price of a 250g block of butter has risen by 37p in the past year, according to the Office for National Statistics, while food inflation remains in double-digits at 15.4% this month.

“We’re aware that the cost of living crisis has put pressure on shoppers’ available spend, and we want to make our price points more accessible for shoppers, which we believe can be achieved, by reducing our pack sizes,” Arla Foods VP of marketing, Danny Micklethwaite told The Telegraph.

However, shoppers have been left unhappy with the change.

Arla Foods is the latest manufacturer to shrink the size of its products, with Hellmann’s mayonnaise jars having been slimmed down from 800g to 600g at Tesco.

In February, standard packs of McVitie’s Digestives were also cut from 400g to 360g.

Grocery Gazette