The challenge for this project was to nurture what makes Lurpak iconic whilst developing a new premium artisan brand design that would sit comfortably within the Lurpak portfolio and alongside the full range on the shelf.

We were challenged to disrupt the butter category with a new brand, graphic and structural packaging design for a new premium addition to the Lurpak range – Slow Churned Butter.

Initial results from specific retailers have shown that:

In Tesco:

49% of Lurpak Slow Churned customers were new to Lurpak

39.8% of shoppers were new to block butter delivering a trade-up option within the category

In Sainsbury's:

25% of Lurpak Slow Churned sales were from Lurpak shoppers adding to their repetoire

75% of sales were from new customers or customers trading-up

The new structure comes in the form of an innovative, fully recyclable brushed aluminium butter dish that is inspired by the materials of traditional butter churns. The new packaging structure brings to life an ‘everyday premium’ food experience and allows better interaction with the product, taking butter out of the fridge and putting it back at the centre of the table.

It is a revolutionary solution that increases retail visibility on shelves that are full of plastic.

Lurpak has already proved to be very successful and is currently being sold in UK Waitrose, Sainsbury’s and Tesco stores. There has also been positive feedback from other European markets that are interested in introducing Lurpak Slow Churned.