Kerrygold expands range with two new products
Kerrygold Spreadable and Kerrygold Unsalted Irish Butter were both successfully launched into the Irish market in 2021
14 December 2021 | 0
As the leading butter brand on the Irish market, Kerrygold has ambitions to grow the BSM category in Ireland. 2021 saw the launch of two new products on supermarket shelves marking a significant milestone for the brand as it seeks to further grow market share and strengthen its position in the category.
Kerrygold Spreadable targets consumers who trust the great taste of Kerrygold products and are looking for the convenience of being spreadable straight from the fridge. Kerrygold Unsalted Irish Butter is expertly churned to offer a premium quality option for home baking enthusiasts. To support the launch of both products, a fully integrated marketing campaign including TVC, digital, social, print, out-of-home advertising and shopper marketing took place throughout the year, reaching 1.4 million Irish consumers. In addition, the Kerrygold Spreadable Food Truck hit the road during the summer offering samples to consumers all over Ireland.
According to latest Nielsen Total Market Data*, the BSM category has been in decline in terms of value (-4.7%) and volume (-6.5%), however Kerrygold’s growth in 2021 has outperformed in these areas for both value (+7%) and volume (+12.1%), further strengthening its position as the much-loved butter brand in Ireland.
Kerrygold is set to continue to invest in the brand with the upcoming launch of a new global communications platform The Making of Together. The new creative is centred around the emotional bond shared over good food and how this becomes intertwined in our memories. The new campaign will be supported by TVC, digital, radio, out-of-home advertising, and print.
Kerrygold is Ireland’s only €1 billion food brand and Ornua has ambitious plans to grow this to €2 billion in the coming years.
*(Source: Nielsen | MAT 10/10/2021 | Total BSM)