#WBD Blog
Nov 6, 2025
Lurpak's new packaging
Lurpak has launched new limited-edition block butter packaging which celebrates classic home bakes – with shoppers able to select Lurpak ‘Scones’, ‘Cookies’ and ‘Brownies’ packs.
Putting the spotlight on outcomes rather than the brand name, Lurpak are leading with this customer-focused packaging – focusing on the outcomes, what the butter enables you to create, cleverly driving mental availability and helping customers instantly imagine when and how they’ll use it.
The launch is backed by a study, The Taste Test, led by experimental scientist at the University of Oxford, Charles Spence, in partnership with Lurpak, found that every participant preferred the bakes made by loved one over those created by a professional pastry chef with experience working in London’s top hotels, including The Savoy.
Catriona Mantle, Marketing Director at Lurpak, who commissioned the test, added: “Food lovers know there’s real joy in baking for someone you love. The ones who find joy in every swirl, every whisk, every golden rise. Good food deserves the best ingredients. Whether it’s mum’s birthday cake, your husband’s cookies, or grandad’s scones, those simple bakes just taste better.
“Our test proves what many of us have felt – and tasted – that love really is the secret ingredient in baking. And we know that it’s more than just about good food – it’s the care, the connections and the moments shared that make every bake taste better.”
There is a school of thought that would see ‘playing’ with a long-established brand and packaging identity as risky, even plain wrong. Brands invest in their consistent presentation over time to build memorability and unconscious recognition, so don’t disrupt the process. The beauty of brand marketing is that it is never one size fits all and strong brands can reach a tipping point where they have the ability, permission and potentially benefits in transgressing the rules.
This work from Lurpak fits into this category… and we love it. A quick justification.
Retail own-label consistently sees Lurpak as a key reference brand. Often brazenly stealing the visual cues the brand has created through quality, consistency and investment. This work shows confidence and a disruptive mindset – it creates a fun, emotional place where own-label simply cannot credibly go.
It is so consumer centric. As the brand’s own comments above show, it leverages emotional insights about home-baking and connection. It also points to the experiences and outcomes the brand facilitates. This is modern and bold. In effect it creates a mini-benefits-led-poster-ad in the chiller. Genius. Again, this is off limits for own-label copycats.
Finally, we suspect many shoppers buy butter, or yellow fats, on autopilot, hence the unfairness of retailer me-too packaging, this small discontinuity might well prompt people to briefly pause and remember the quality the Lurpak brand has delivered for decades.
Thinking about #whatbrandsdo is a source of endless learning and interest. Lurpak has just reminded us that a great established brand can be a challenger too.
