News

Arla Foods is to launch Anchor Unsalted butter on 1 September in packaging designed by Williams Murray Hamm (WMH).

The London agency has also designed shelf-ready outer cases for the new product, which joins Anchor's Standard Block, Spreadable and Lighter products.

While the look of the wrapper is distinctly Anchor, WMH has given Unsalted a fresh blue background, which provides differentiation.

The packaging was rotogravure printed in seven colours on aluminium foil by Danapak Flexibles.

Danapak Flexibles is a joint venture between the packaging division of Arla Foods' subsidiary, Danapak, and the Austrian company Teich.

Anchor brand manager Emily Oldridge said on advice from health professionals and the Food Standards Agency consumers are increasingly looking for products containing less salt.

"There is clearly a gap in our range and a huge growth opportunity for the Anchor brand," she added.

Anchor claims the Unsalted butter will be worth £3m in the first year, with sales coming from brand loyalists and new users.

Anchor Unsalted retails at £1.22 for a 250g pack. It is supplied in cases of 20.