Butters and Spreads – ‘Double digit volume growth’ in last 12 months
A significant section of the Chilled Cabinet
The Northern Ireland Butters & Spreads category has seen double digit Value & Volume growth over the last 12 months, with a current value of £43.7m*. Butter continues to see strong YoY value growth of +22.8% – dominating the category with 50% total share*.
Butter in a tub
Following a successful year of continued growth ahead of the category, Northern Ireland’s #1 BSM brand* Golden Cow has announced the launch of 100% Butter in a tub – pure butter that’s spreadable from the fridge.
The 100% Butter NPD meets the growing consumer demand for natural butter, that’s easier to spread from the fridge, with the added convenience of a recyclable tub format. 100% Butter delivers on both taste and functionality, offering butters and spreads shoppers ease of use without compromising on flavour – the main driver of repurchase within the category.
Iconic gold packaging
As Butters and Spreads is a category primarily shopped on autopilot, the new 100% Butter disrupts at the fixture with iconic gold packaging synonymous with the Golden Cow brand, featuring a striking navy lid to differentiate within the total portfolio. Both the product concept and packaging have undergone extensive research with the NI consumer, performing extremely well against all key testing metrics and against the competitive set.
Speaking about the product launch, Senior Innovation Manager Marie Farrell said ‘This product development was really exciting for us as we’ve done nothing like it before. Marrying together the convenience of a tub format that consumers are looking for while still achieving the same Golden Cow butter taste that consumers know and love, was a challenge we were up for! Being Northern Ireland’s #1 BSM brand, we knew consumers would be expecting only the best innovation from Golden Cow which I feel we’ve achieved.’
Available from early July
100% Butter in a tub will be available across NI trade from early July. The launch will be supported through an impactful shopper campaign alongside awareness drivers across social and digital platforms.
Source: Nielsen 27th March 2021