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{{Short description|Danish butter brand}}
{{Short description|Danish butter brand}}
{{Use dmy dates|date=February 2024}}
{{Use British English|date=September 2024}}
{{Infobox brand
{{Infobox brand
| name = Lurpak
| name = Lurpak
| logo = Lurpak logo.png
| logo = Lurpak logo.png
| logo_caption = The Lurpak logo with two crossed [[Lur]]s
| logo_caption = The Lurpak logo with two crossed [[lur]]s
| producttype = [[Butter]]
| producttype = [[Butter]]
| currentowner = [[Arla Foods]]
| currentowner = [[Arla Foods]]
| producedby =
| producedby =
| country = [[Denmark]]
| country = [[Denmark]]
| introduced = 23 October 1901
| introduced = {{start date and age|1901|10|23|df=y}}
| discontinued =
| discontinued =
| related =
| related =
| markets = International
| markets = Worldwide
| ambassadors =
| ambassadors =
| tagline = ''Good Food Deserves Lurpak''
| tagline = ''Good Food Deserves Lurpak''
| website = {{URL|https://www.lurpak.com/}}
| website = {{URL|lurpak.com}}
}}
}}
'''Lurpak''' is a Danish brand of [[butter]] owned by [[Arla Foods]]. It is sold in over 75 countries worldwide,<ref>{{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}}</ref> and is known for its distinctive silver packaging.<ref>{{Cite web|title=Tub Retains Signature Shine|url=https://pi.cnsmedia.com/a/yP%204PZ9w0s0=|website=.packaginginsights.com/|access-date=2020-05-19}}</ref> Lurpak came into existence in October 1901<!-- as/under/with the name [[:da:Lurmærke|Lurmærke]] ({{literal translation|lur mark}}) --> after a combination of several [[Denmark|Danish]] dairy farmers decided to create and register a common brand and mark for butter to increase sales.<ref>{{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}}</ref> Its logo is based on the [[lur]], an ancient instrument once used in Scandinavia.<ref>{{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}}</ref><ref>{{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}}</ref>
'''Lurpak''' is a Danish brand of [[butter]] owned by [[Arla Foods]]. It is sold in over 75 countries worldwide,<ref>{{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}}</ref> and is known for its distinctive silver packaging.<ref>{{Cite web|title=Tub Retains Signature Shine|url=https://pi.cnsmedia.com/a/yP%204PZ9w0s0=|website=.packaginginsights.com/|access-date=2020-05-19}}</ref> Lurpak came into existence in October 1901<!-- as/under/with the name [[:da:Lurmærke|Lurmærke]] ({{literal translation|lur mark}}) --> after a constellation of several Danish dairy farmers decided to create and register a common brand and mark for butter to increase sales.<ref>{{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}}</ref> Its logo is based on the [[lur]], an ancient instrument once used in [[Scandinavia]].<ref>{{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}}</ref><ref>{{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}}</ref>


[[File:Lurpak.JPG|thumb|Lurpak salted butter]]
[[File:Lurpak.JPG|thumb|Lurpak salted butter]]
Despite Arla Foods' partly Swedish origin, the product is not sold in Sweden.{{Citation needed|date=May 2020}} Lurpak's principal market is the [[United Kingdom]].<ref name="uklurpak">{{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}}</ref>
Lurpak's principal market is the [[United Kingdom]].<ref name="uklurpak">{{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}}</ref>

Lurpak butter is made from [[milk]], but their spreadable range contains [[rapeseed oil]].<ref name="Spreadable">{{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}}</ref>


==Product range==
==Product range==
[[File:Lurpak Butter 250g unsalted UK market.jpg|thumb|Lurpak unsalted butter]]
[[File:Lurpak Butter 250g unsalted UK market.jpg|thumb|Lurpak unsalted butter]]
[[File:HK 西環 Sai Ying Pun 水街 Water Street 167 Connaught Road West 香港萬怡酒店 Courtyard by Marriott Hong Kong hotel MoMo Cafe restaurant Buffet butter Lurpak June 2019 SSG 01.jpg|thumb|Single-serve packs of Lurpak butter]]
[[File:HK 西環 Sai Ying Pun 水街 Water Street 167 Connaught Road West 香港萬怡酒店 Courtyard by Marriott Hong Kong hotel MoMo Cafe restaurant Buffet butter Lurpak June 2019 SSG 01.jpg|thumb|Single-serve packs of Lurpak butter]]
*Lurpak Slightly Salted Butter
* Lurpak Slightly Salted Butter
*Lurpak Cheese Spread
* Lurpak Cheese Spread
*Lurpak Lighter Spreadable
* Lurpak Lighter Spreadable
*Lurpak Lightest Spreadable
* Lurpak Lightest Spreadable
*Lurpak Organic Spreadable
* Lurpak Organic Spreadable
*Lurpak Unsalted
* Lurpak Unsalted
*Lurpak Spreadable Slightly Salted Butter
* Lurpak Spreadable Slightly Salted Butter
*Lurpak Spreadable Margarine Butter
* Lurpak Spreadable Margarine Butter
*Lurpak With Crushed Garlic
* Lurpak With Crushed Garlic
*Lurpak Olive Oil Spread
* Lurpak Olive Oil Spread
*Lurpak Softest Slightly Salted (launched Spring 2018)
* Lurpak Softest Slightly Salted (launched Spring 2018)
* Lurpak Plant Based

⚫
== Advertising campaigns ==


⚫
==Advertising campaigns==
In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a [[trombone|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 & Wise]]''. This was created by [[Aardman Animations]], and featured the voice of [[Penelope Keith]], with the intro to the [[Agnus Dei]] from [[Requiem (Fauré)|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]].<ref>{{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=}}</ref><ref>{{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}}</ref>
In 1985, Lurpak launched a television campaign for the United Kingdom featuring Douglas, a [[trombone|trombonist]] made from butter, trying to play the famous classical composition [[Flight of the Bumblebee]] by [[Nikolai Rimsky-Korsakov|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 [[Requiem (Fauré)|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]].<ref>{{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=}}</ref><ref>{{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}}</ref>


== Similar brands ==
== Similar brands ==
In the United Kingdom, discount retailer [[Aldi]] has introduced its own brand lookalike "butter blended with [[rapeseed]] oil", named Norpak,<ref>{{cite web|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|date=7 July 2017|publisher=|access-date=4 June 2019|via=www.telegraph.co.uk}}</ref><ref>{{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|access-date=4 June 2019}}</ref> which is manufactured in [[Ireland]].<ref>{{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}}</ref> [[Lidl]] and [[Tesco]] also have their own brand lookalikes, named Danpak{{citation needed|date=June 2019}} and Butterpak, respectively.
In the United Kingdom, discount retailer [[Aldi]] has introduced its own brand lookalike "butter blended with rapeseed oil", named Nordpak,<ref>{{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}}</ref><ref>{{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}}</ref> which is manufactured in [[Ireland]].<ref>{{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}}</ref> [[Lidl]] and [[Tesco]] also have their own brand lookalikes, named Danpak and Butterpak, respectively.{{citation needed|date=June 2019}}


==References==
==References==
{{reflist}}
{{Reflist}}


==External links==
==External links==
Line 53: Line 57:


{{Butter}}
{{Butter}}
{{Arla Foods}}


[[Category:Products introduced in 1901]]
[[Category:Food brands of Denmark]]
[[Category:Food brands of Denmark]]
[[Category:Arla Foods]]
[[Category:Arla Foods brands]]
[[Category:Brand name dairy products]]
[[Category:Brand name dairy products]]
[[Category:Butter]]
[[Category:Butter]]

Latest revision as of 21:05, 16 October 2024

Lurpak
The Lurpak logo with two crossed lurs
Product typeButter
OwnerArla Foods
CountryDenmark
Introduced23 October 1901; 123 years ago (1901-10-23)
MarketsWorldwide
TaglineGood Food Deserves Lurpak
Websitelurpak.com

Lurpak is a Danish brand of butter owned by Arla Foods. It is sold in over 75 countries worldwide,[1] and is known for its distinctive silver packaging.[2] Lurpak came into existence in October 1901 after a constellation of several Danish dairy farmers decided to create and register a common brand and mark for butter to increase sales.[3] Its logo is based on the lur, an ancient instrument once used in Scandinavia.[4][5]

Lurpak salted butter

Lurpak's principal market is the United Kingdom.[6]

Lurpak butter is made from milk, but their spreadable range contains rapeseed oil.[7]

Product range

[edit]
Lurpak unsalted butter
Single-serve packs of Lurpak butter
  • 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

[edit]

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.[8][9]

Similar brands

[edit]

In the United Kingdom, discount retailer Aldi has introduced its own brand lookalike "butter blended with rapeseed oil", named Nordpak,[10][11] which is manufactured in Ireland.[12] Lidl and Tesco also have their own brand lookalikes, named Danpak and Butterpak, respectively.[citation needed]

References

[edit]
  1. ^ "Lurpak Crowned Best Butter in the World at Cheese Contest". The Cattle Site. Retrieved 19 May 2020.
  2. ^ "Tub Retains Signature Shine". .packaginginsights.com/. Retrieved 19 May 2020.
  3. ^ Creating Nordic Capitalism: The Development of a Competitive Periphery. Palgrave Macmillan. 16 September 2017. ISBN 978-1-137-07137-8.
  4. ^ "The lurs of the Bronze Age". National Museum of Denmark. Retrieved 19 May 2020.
  5. ^ Goodall, Howard (2013). The Story of Music. London: Vintage Books. p. 10. ISBN 9780099587170.
  6. ^ Wienberg, Christian (3 September 2020). "Butter Hoarding Boosts Profit of Maker of Lurpak". Bloomberg. Retrieved 3 September 2020.
  7. ^ "Lurpak® Spreadable Slightly Salted". new.lurpak.com. Retrieved 12 February 2023.
  8. ^ "welcome to optimism: we salute you, brave food warriors".
  9. ^ Naylor, Tony (24 April 2009). "AdWatch: Lurpak can't butter us up". The Guardian. London. Retrieved 11 May 2010.
  10. ^ Smith, Sophie (7 July 2017). "How Aldi and Lidl have wooed British shoppers: the top 5 discounter tactics". The Telegraph. Retrieved 4 June 2019 – via www.telegraph.co.uk.
  11. ^ Patel, Ajay (March 2018). "Copycat products: 'living dangerously' with intellectual property". The Conversation. Retrieved 4 June 2019.
  12. ^ "Country of origin of butter and cheddar sold in Scottish and British retailers: analysis - gov.scot". www.gov.scot. Retrieved 4 June 2019.
[edit]
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