Building on the success of the market-leading Lurpak® Garlic Butter, Lurpak® today announces the launch of Lurpak® Chilli & Garlic, a bold new addition to its flavoured butter range. Rolling out from April 2026 across key retail partners, the new product is designed to drive excitement and incremental growth in the fast-expanding flavoured butter segment.
Lurpak® Chilli & Garlic (MRRP £2.50) is crafted to do one simple thing brilliantly: add real flavour to everyday meals, effortlessly. Tapping into a rising appetite for taste and heat, this NPD brings freshness and inspiration to home cooking, helping consumers unlock bigger flavour with minimal effort. Launching in a convenient stick format, it also makes portioning and cooking easier, welcoming younger cooks into the world of Lurpak®.
Lurpak®’s strategy is to unlock new category growth by bringing a modern, flavour-led proposition to market that strongly appeals to younger consumers and expands the brand’s reach. The launch will sit under Lurpak®’s flavour platform, “Unleash Full Flavour,” which positions the range as the catalyst for good food packed with incredible taste. The brand message is clear: Lurpak® Chilli & Garlic is an easy way to spice up everyday meals because flavour is the magic that awakens a dish.
A robust, integrated marketing plan will support the launch. Out-of-home, PR, experiential and digital assets will go live to inspire and convert shoppers.
Catriona Mantle, marketing director for BSM at Arla Foods, comments: “With Lurpak® Chilli & Garlic, we’re unlocking even more excitement in the category and building on the momentum we’ve created with Lurpak® Garlic Butter, the UK’s number one flavoured butter. This launch brings the heat and flavour consumers are looking for, in a simple, versatile format that makes great-tasting meals easier every day. We’re confident it will attract new shoppers to Lurpak and drive incremental growth for retailers.”
Looking ahead, 2026 marks Lurpak®’s 125th anniversary and will see continued investment and upweighted marketing plans for the brand. Lurpak® will continue to build on its long-term “Good Food Deserves Lurpak®” platform, reinforcing the taste and quality credentials that drive shopper choice.
Lurpak® Chilli & Garlic will be available in Morrisons & Ocado in April, with wider distribution from May 2026.
