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Arla has launched a new innovation in butter, Anchor Squeezy.

Anchor Squeezy blends Anchor butter with 67% rapeseed oil and is dispensed by squeezing the bottle.

Holly Murray, Director of BSM at Arla, said: 鈥淥ur ambition with this new product launch is to help shoppers who are looking for quick and easy solutions for their at-home baking creations 鈥 with the added knowledge that they鈥檙e still getting the great Anchor buttery taste.鈥

Murray highlighted the time-saving aspect of Anchor Squeezy, adding that many shoppers don鈥檛 have time to wait for a block butter to soften before baking. 鈥淪o we鈥檝e taken our delicious butter and popped it into a bottle,鈥 she explained. 鈥淎ll you need to do is take a squeeze of our butter, straight from the fridge and mix 鈥 it鈥檚 that simple.鈥

The new product launch is another attempt by Arla to cater for home cooking. In 2014, its market-leading Lurpak brand unveiled a specialist Lurpak Cook鈥檚 Range consisting of a clarified butter and a cooking mist. However, following poor sales the range was delisted just over a year later.

Not a lot of people know this… but Anchor launched the first ever spreadable butter. The brand launched ‘butter that spreads straight from the fridge/tub鈥 in the UK, in 1991. At the time this was a truly breakthrough piece of innovation, invented in New Zealand. Now spreadable butter is a key part of the category and as everyday as it gets. That鈥檚 how innovation works. It starts with the quality of the innovation and its marketing (how well the innovation meets people鈥檚 needs and how the brand builds awareness/mental availability to drive the adoption curve). Then, strong commercial execution with retailer support will determine the speed with which premium, new solutions, scale and become mainstream. This, and a bit of luck, decide which innovations become everyday staples and which disappear.

Anchor Squeezy enters this dynamic, Darwinian world with a relatively short window to establish itself. It appears on trend as it leverages the behavioural and cultural phenomenon that is home baking. It clearly has a simple benefit versus butter straight from the fridge and other categories have used squeezable technology with some success. So, it is distinctive聽[download our innovation report] and must be in with a chance! We also like the way Arla uses its portfolio to target different needs and different consumers across its brands. Time will tell. Successful innovation is hard and finding winners is rare… but the data are clear. Brands that innovate outperform brands that do not聽(), so you must keep running up that hill. Good luck Anchor, it is #WhatBrandsDo.

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