Details on the highly-anticipated vegan Lurpak are limited, but manufacturer Arla has revealed the product will hit supermarket shelves in 2024…
Dairy giant Arla is working on a vegan Lurpak, which could hit supermarkets in the UK as early as 2024.
The Danish-Swedish brand is keeping quiet on specifics such as the launch date, price, ingredients list, and product format.
However, it says the plant-based butter will ‘deliver on the high quality and good taste that Lurpak stands for’.
Speaking to Vegan Food & Living, an Arla spokesperson confirmed the product will launch in 2024, explaining: “We can confirm that Lurpak, the UK’s most loved butter brand, is set to launch a new plant-based product in 2024. 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.
“We remain committed to providing great-tasting, nutritious food, and we want to give shoppers the options that meet their changing needs and tastes.”
According to The Grocer, Arla’s Executive VP for Europe Peter Giørtz-Carlsen said the plant-based Lurpak will only contain natural ingredients, and will be free from ’emulsifiers and stabilisers’.
According to the company, the plant-based Lurpak will only contain natural ingredients, and will be free from 'emulsifiers and stabilisers'. Photo © Christopher Furlong via Getty Images
He added that consumers should expect the ‘same kind of premium product’ compared to the dairy version of Lurpak, with a similar ‘price positioning’.
Reports also suggest the new product will carry a ‘vegan-approved status’ and help Arla cater for customers moving away from dairy.
Lurpak has been lagging behind rival Upfield, which launched a vegan butter block under its Flora band several years ago.
The 250g block- made from sunflower, rapeseed and palm oil – is available in two flavours, salted and unsalted.
Priced at £1.80, the Flora Plant block has been described as having half the climate impact as dairy butter. With 100 percent biodegradable wrapping, the range is also free from plastic.
Waiting patiently for vegan Lurpak to hit the shelves? Check out the best dairy-free butters here
Featured image: Christopher Furlong via Getty Images