Lurpak Unveils Mini Multipack

Lurpak believes the new format will attract younger consumers looking for smaller portion sizes.

28 Jul 2009 Lurpak has launched a multipack of its mini butter block with packaging by SCA Packaging and Schur Pack.

Six 50g foil-wrapped butters are packed in a cartonboard box made by Schur Pack in Denmark. The silver and blue carton is die-cut to reveal the butter inside.

The 50g Slightly Salted Mini Block was introduced by Lurpak in November.

Lurpak believes the new format will attract younger consumers looking for smaller portion sizes.

"We tested the water with the single SKU and we are now driving the 50g pack in this multipack format," said Lurpak brand manager Charlotte Buswell.

"You can take out a one-occasion pack and freeze the rest, which saves wastage," she added.

The cartons are shipped in an outer case manufactured by SCA Packaging. The multipack is listed in Tesco and Sainsbury's and replaces the single 50g packs.