Lurpak
{{Short description|Danish butter brand}}
{{Use dmy dates|date=February 2024}}
{{Use British English|date=September 2024}}
{{Infobox brand
| name = Lurpak
| logo = Lurpak logo.png
| logo_caption = The Lurpak logo with two crossed lurs
| producttype = Butter
| currentowner = Arla Foods
| producedby =
| country = Denmark
| introduced = {{start date and age|1901|10|23|df=y}}
| discontinued =
| related =
| markets = Worldwide
| ambassadors =
| tagline = Good Food Deserves Lurpak
| website = {{URL|lurpak.com}}
}}
Lurpak is a Danish brand of butter owned by Arla Foods. It is sold in over 75 countries worldwide,{{Cite web|title=Lurpak Crowned Best Butter in the World at Cheese Contest|url=https://www.thecattlesite.com/news/52761/lurpak-crowned-best-butter-in-the-world-at-cheese-contest/|website=The Cattle Site|language=en|access-date=2020-05-19}} and is known for its distinctive silver packaging.{{Cite web|title=Tub Retains Signature Shine|url=https://pi.cnsmedia.com/a/yP%204PZ9w0s0=|website=.packaginginsights.com/|access-date=2020-05-19}} Lurpak came into existence in October 1901 after a cooperative of several Danish dairy farmers decided to create and register a common brand and mark for butter to increase sales.{{Cite book|url=https://books.google.com/books?id=QJlMDwAAQBAJ&dq=Lurpak+1901&pg=PA347|title=Creating Nordic Capitalism: The Development of a Competitive Periphery|date=2017-09-16|publisher=Palgrave Macmillan|isbn=978-1-137-07137-8|language=en}} Its trumpetlike logo is based on the lur, an ancient brass instrument once used in Scandinavia.{{Cite web|title=The lurs of the Bronze Age|url=https://en.natmus.dk/historical-knowledge/denmark/prehistoric-period-until-1050-ad/the-bronze-age/the-lurs-of-the-bronze-age/|access-date=2020-05-19|website=National Museum of Denmark|language=en}}{{Cite book|last=Goodall|first=Howard|title=The Story of Music|publisher=Vintage Books|year=2013|isbn=9780099587170|location=London|page=10|author-link=Howard Goodall}}
Lurpak's principal market is the United Kingdom.{{cite news |last1=Wienberg |first1=Christian |title=Butter Hoarding Boosts Profit of Maker of Lurpak |url=https://www.bloomberg.com/news/articles/2020-09-03/lurpak-maker-arla-reports-34-profit-jump-amid-dairy-hoarding?srnd=premium-europe |access-date=3 September 2020 |work=Bloomberg |date=3 September 2020}}
Lurpak butter is made from milk, but their spreadable range contains rapeseed oil.{{cite web |title=Lurpak® Spreadable Slightly Salted |url=https://new.lurpak.com/en-gb/products/lurpak-spreadable-slightly-salted-250g/ |website=new.lurpak.com |access-date=12 February 2023}}
Product range
File:Lurpak Butter 250g unsalted UK market.jpg
File:Only foreign butter in Bosnian supermarkets.jpgn supermarket shelves]]
- Lurpak Slightly Salted Butter
- Lurpak Cheese Spread
- Lurpak Lighter Spreadable
- Lurpak Lightest Spreadable
- Lurpak Organic Spreadable
- Lurpak Unsalted
- Lurpak Spreadable Slightly Salted Butter
- Lurpak Spreadable Margarine Butter
- Lurpak With Crushed Garlic
- Lurpak Olive Oil Spread
- Lurpak Softest Slightly Salted (launched Spring 2018)
- Lurpak Plant Based
Advertising campaigns
In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a trombonist made from butter, trying to play the famous classical composition Flight of the Bumblebee by Rimsky-Korsakov at the end of each advert spot (usually being stopped by the voiceover "Not now, Douglas!"), in tribute to Arthur Tolcher's appearances on the television show Morecambe and Wise. This was created by Aardman Animations, and featured the voice of Penelope Keith, with the intro to the Agnus Dei from Faure's Requiem as background music. This ran for almost twenty years, until Lurpak repositioned with the "Good Food Deserves Lurpak" campaign, created by Wieden+Kennedy, and featuring the voice of Rutger Hauer.{{cite web |url=http://wklondon.typepad.com/welcome_to_optimism/2007/03/we_salute_you_b.html |title=welcome to optimism: we salute you, brave food warriors |publisher=}}{{cite news| url=https://www.theguardian.com/lifeandstyle/wordofmouth/2009/apr/24/lurpak-advert-butter | work=The Guardian | location=London | title=AdWatch: Lurpak can't butter us up | first=Tony | last=Naylor | date=2009-04-24 | access-date=2010-05-11}}
Similar brands
In the United Kingdom, discount retailer Aldi has introduced its own brand lookalike "butter blended with rapeseed oil", named Nordpak,{{cite news|url=https://www.telegraph.co.uk/business/2017/07/07/aldi-lidl-have-wooed-british-shoppers-top-5-discounter-tactics/|title=How Aldi and Lidl have wooed British shoppers: the top 5 discounter tactics|first=Sophie|last=Smith|newspaper=The Telegraph |date=7 July 2017|publisher=|access-date=4 June 2019|via=www.telegraph.co.uk}}{{cite web|url=http://theconversation.com/copycat-products-living-dangerously-with-intellectual-property-92540|title=Copycat products: 'living dangerously' with intellectual property|first=Ajay|last=Patel|website=The Conversation|date=March 2018 |access-date=4 June 2019}} which is manufactured in Ireland.{{cite web|url=https://www.gov.scot/publications/analysis-country-origin-butter-cheddar-sold-scottish-british-retailers/pages/2/|title=Country of origin of butter and cheddar sold in Scottish and British retailers: analysis - gov.scot|website=www.gov.scot|access-date=4 June 2019}} Lidl and Tesco also have their own brand lookalikes, named Danpak and Butterpak, respectively.{{citation needed|date=June 2019}}
References
{{Reflist}}
External links
{{Commons category}}
- {{Official website|https://www.lurpak.com/}}
- [https://www.lurpak.co.uk/ Lurpak UK site]
- {{YouTube|u=lurpakbutter}}
{{Butter}}
{{Arla Foods}}
Category:Products introduced in 1901
Category:Food brands of Denmark