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Arla introduces Anchor Squeezy: a convenient addition to the butter aisle

Source: The DairyNews
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Arla, the renowned dairy cooperative, is expanding its Anchor butter portfolio with the introduction of an innovative new variant: Anchor Squeezy. Set to debut in supermarkets this July, the new butter product offers a quicker and simpler route to achieving deliciously buttery bakes, all with just a squeeze.
Arla introduces Anchor Squeezy: a convenient addition to the butter aisle

Anchor Squeezy, priced at £3.35 for a 500ml bottle, blends Anchor butter with 67% rapeseed oil, providing a convenient solution for home bakers seeking ease and efficiency in their baking endeavors.

Holly Murray, Director of BSM at Arla, expressed excitement about the launch, stating, "Our ambition with this new product launch is to help shoppers who are looking for quick and easy solutions for their at-home baking creations – with the added knowledge that they’re still getting the great Anchor buttery taste."

Murray highlighted the time-saving aspect of Anchor Squeezy, emphasizing that many shoppers don't have the luxury of waiting for block butter to soften before baking. "So we’ve taken our delicious butter and popped it into a bottle," she explained. "All you need to do is take a squeeze of our butter, straight from the fridge and mix – it’s that simple."

With Anchor being the second-largest butter brand in the country, boasting £129 million in sales last year, according to The Grocer’s 2023 Top Products data, the launch of Anchor Squeezy aims to further solidify Arla's presence in the market.

To support the rollout of Anchor Squeezy, Arla plans to offer a six-month money-back guarantee, providing consumers with added assurance. Additionally, a comprehensive summer marketing campaign, featuring experiential, PR, and digital initiatives, will accompany the product launch.

This new product development represents Arla's renewed commitment to catering to home cooking occasions, following previous efforts such as the Lurpak Cook’s Range. While the Lurpak Cook’s Range faced challenges and was eventually delisted, Anchor Squeezy aims to provide a convenient and practical solution for consumers' baking needs.

Photo by thegrocer.co