The price of Lurpak’s unsalted butter has risen by almost 20% in the past year, surpassing the current inflation rate of 8.7%, according to trolley.co.uk. Arla Foods recently began phasing out the 250g packs for its Lurpak and Anchor butter brands. Previously, the cheapest 250g pack of Lurpak’s unsalted butter cost £0.90 per 100g, but now the cheapest 200g pack costs £0.95 per 100g, as reported by trolley.co.uk. The lowest price for the 200g block is now £1.90, compared to £2.25 for the 250g pack.
Customers have expressed their dissatisfaction with these changes on the Sainsbury’s website. One user stated that they will no longer purchase Lurpak, commenting that the new pack size is small and won’t last long in their butter dish. Another customer mentioned that Lurpak was the only butter that hadn’t substantially increased in price, but now they discovered that the pack size had been reduced by 50g. A third individual added that it’s frustrating to realize they are short on a recipe by 50g.
Consumer champion Martyn James pointed out that the price increase for Lurpak butter last year gained nationwide attention, with photos of overpriced butter going viral on social media. Therefore, it’s not surprising that the company resorted to shrinkflation in an attempt to salvage their reputation. However, this move may have the opposite effect, as consumers are now less brand loyal and have access to cheaper alternatives.
Last year, security tags were added to packs of Lurpak when the price of a 1kg tub exceeded £9, causing outrage on social media. The practice of shrinking products, known as “shrinkflation,” has become more common as companies struggle with rising costs of ingredients, energy, and labor. Examples of this include Mini Cheddars reducing the size and cheesiness of their biscuits, and Magnum Ice Cream shrinking some of its packs by 25% in March.
Ultimately, the price of goods on store shelves is determined by the sellers, although food suppliers can make recommendations. Danny Micklethwaite, VP of Marketing at Arla Foods, acknowledged the cost of living crisis and the pressure it puts on shoppers’ budgets. To make their products more affordable, Arla Foods chose to reduce pack sizes. They closely collaborate with their retail partners to ensure they offer delicious, high-quality dairy at the best possible price for both customers and their farmer owners.
Sainsbury’s, for instance, previously priced their 250g block of salted Lurpak butter at £2.70 before phasing it out. The 200g pack usually costs £2.15, but it is currently discounted to £1.90.
Denial of responsibility! VigourTimes is an automatic aggregator of Global media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
