According to the brand, customers can expect the ‘same kind of premium product’ as the regular dairy version of Lurpak, at a comparable price point.

Arla has officially announced the launch of a plant-based version of its classic Lurpak butter.

According to the Danish-Swedish brand, the new product will hit UK and Denmark supermarket shelves in 2024.

The dairy-free alternative will be made using natural ingredients and will be free from ’emulsifiers and stabilisers’.

The brand has kept further details about the launch date, price, ingredients list, and product format under wraps.

However, Arla’s Executive VP for Europe Peter Giørtz-Carlsen said customers can expect the ‘same kind of premium product’ as the regular dairy version of Lurpak, at a comparable price point.

Moreover, the company claims the dairy-free alternative will ‘deliver on the high quality and good taste that Lurpak stands for’.

“Milk will always be at the heart of what we do here at Arla, but we also know that many households who choose plant-based products also have dairy in their fridge,” Giortz-Carlsen said.

“We remain committed to providing great-tasting, nutritious food, and we want to give shoppers the options that meet their changing needs and tastes.  

“We want to maintain Lurpak’s position as the number one butter brand for consumers both today and in the future, and putting the might of the beloved Lurpak brand behind a plant-based option reinforces our commitment to giving people great-tasting options.”

The rising popularity of vegan butter

The vegan butter market has skyrocketed over the last few years. It is expected to register a CAGR of 5% between 2023 and 2033, crossing $4784.7 million by 2023.

People worldwide are reducing their dairy intake due to concerns about animal welfare, environmental impact, and health risks. Dairy cows undergo forced pregnancies annually, only to have their offspring removed in order to collect their milk for human consumption. When their milk production decreases, they are transported to the slaughterhouse. The dairy industry contributes approximately 4% to global greenhouse gas emissions. Furthermore, consuming dairy products increases the risks of certain types of cancer.

Arla isn’t the only brand offering vegan alternatives to butter. A number of mainstream brands, including Upfield, Naturli,  and Vitalite have launched vegan butter blocks in recent years.

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