The launch of Kerrygold Spreadable and Kerrygold Unsalted Irish Butter marks a significant milestone for the brand in Ireland as Kerrygold seeks to further grow its market share and strengthen its position in the Butter Spreads and Margarine category, the company said.
Last year alone, Kerrygold added an incremental €5.1 million to the value of the category in Ireland and has ambitious future growth plans, it added.
According to Ornua, Kerrygold Spreadable is made from Irish creamery butter blended with rapeseed oil to ensure a rich, buttery taste with the added convenience of being spreadable straight from the fridge.
Kerrygold Unsalted Irish Butter is made from the milk of Irish grass-fed cows and is expertly churned to offer a premium option for bakers, while also catering to consumers who monitor salt intake but do not want to compromise on quality or taste, it explained.
Speaking about the launch, Jens Gloeckner, general manager, Ornua Foods International said, "Our research shows that one in every two Kerrygold consumers cite taste as the number one reason for purchasing spreadable products."
"We have also seen that an increasing number of consumers are monitoring salt intake. These products respond to growing consumer needs while maintaining the unmistakable quality of Kerrygold," he said.
Integrated Marketing Campaign
To support the launch of both products Oruna said a new, fully integrated marketing campaign including TVC, digital, social, print, out-of-home advertising and shopper marketing will begin today and is estimated to reach 1.4 million Irish consumers.
The new TV creative Love the Taste highlights the product’s convenience by showing a young child effortlessly making a sandwich for her mother.
Kerrygold Unsalted Irish Butter will be supported by a national print media and digital campaign in collaboration with Caryna Camerino, owner of Camerino Bakery, who supplies cakes to independent cafés around Dublin.
Butter, Spreads And Margarine Category
"Last year, Kerrygold added €5.1 million to the value of the Butter, Spreads and Margarine category in Ireland and, as a premium brand, will offer a unique opportunity to further grow the value of the category for our retailers,” Gloeckner added.
Kerrygold Spreadable and Kerrygold Unsalted Irish Butter are extensions of the current core range; Kerrygold Irish Creamery Butter and Kerrygold Softer Butter. Kerrygold Spreadable is sold in a 454g tub, and Kerrygold Unsalted Irish Butter is sold in a 227g silver foil.
© 2021 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click sign up to subscribe to Checkout.