Lurpak is facing a backlash from customers after reducing the size of its blocks of butter by 20 per cent.
Owner Arla Foods has shrunk the size of its 250g packs to 200g, despite the price of butter across all its brands rising by 15 per cent over the past year.
Data from trolley.co.uk reveals that the cheapest 250g pack of Lurpak’s unsalted butter used to cost 90p per 100g, but the cheapest 200g pack now costs 95p per 100g. Meanwhile, the lowest price for the 200g block is now £1.90, compared with £2.25 for 250g.
Scores of shoppers have voiced their frustration at the change on social media.
One person tweeted: “ArlaDairyUK/Lurpak why [is] your new packaging ... just 200g.
“Cannot see the justification on dropping 50g. You are still expensive and now have annoyed me as a bespoke wedding cake maker. #bringback250g.”
User @ali_earl said: “So Lurpak, yes you look like one of the cheaper brands of butter on the shelf but you have reduced your pack size from 250g to 200g. Did you think we wouldn’t notice?”
Danny Micklethwaite, VP of marketing at Arla Foods, said in a statement: “Since April 17 2023, shoppers will have seen a pack reduction for our 250g block butter packs of Lurpak and Anchor.
“We’re aware that the cost-of-living crisis has put pressure on shoppers’ available spend, and we want to make our price points more accessible for shoppers, which we believe can be achieved, by reducing our pack sizes.
“There are many different factors that affect the price consumers pay in store, but pricing is set by the retailers themselves, and we work extremely closely with our retail partners to ensure we deliver tasty, quality dairy at the best possible price for both shoppers and our farmer owners.”
