Lurpak has made the exciting announcement that it will be launching a plant-based alternative, suitable for vegans.
The butter brand told customers: "Lurpak Plant Based has landed on UK supermarket shelves.
"The new product is a great-tasting addition to the fridge, giving food lovers all over the country a flavourful boost to plant-based meals – whether it is melted into a hearty vegetable soup, spread over warm toast or roasted over crispy golden potatoes.
"Lurpak Plant Based delivers a distinctive, delicate, fresh and creamy taste for anybody looking to add more plant-based products into their diet.
'A flavourful boost to plant-based meals'
Lurpak
The vegan-certified butter is a result of Lurpak applying its expertise to create a "mouth-watering, high-quality plant-based product".
Customers have been reassured that the product offers the excellent taste and quality that you would expect from Lurpak.
A spokesperson at Lurpak said: "Whatever you think about plant-based, think again.
"With Lurpak Plant Based, you can add some extra excitement into your meals and elevate your plant-based cooking.
"Genuine excellence and mouth-watering flavour doesn’t just come out of nowhere, and Lurpak has an uncompromising approach to making real, quality products since 1901."
The executive vice president and COO of Arla Foods (which is owned by Lurpak), commented on the newest addition to the Lurpak family.
Peter Giørtz-Carlsen said: "As a farmer-owned cooperative, dairy is and always will be, at the heart of Arla. But in order to strengthen the position of our brands and attract new consumers, we have to innovate.
"We believe there is room for both dairy and non-dairy in a healthy, sustainable diet and our new innovation in plant-based allows us to offer our shoppers that choice within our brand portfolio.
LATEST DEVELOPMENTS
Waitrose has launched five 'melt-in-the-mouth' beef products
Waitrose"The launch of Lurpak Plant Based gives us the opportunity to bring the quality and taste of Lurpak to consumers. This ultimately ensures we continue driving growth across our portfolio and creating value that goes back to our farmer owners."
For those who want to get their hands on the new vegan variety, Lurpak Plant Based is available now in major supermarkets nationwide.
The product comes in a convenient 400g tub "perfect to fit into your fridge".
In other food news, Waitrose has launched five new "melt-in-the-mouth" beef products due to soaring demand.