~ Connacht Gold butter performs ahead of the category ~
Real butter is back, and findings from annual Nielsen Yellow Fats Data has shown that Connacht Gold’s butter is performing well ahead of the category and is in continued growth year on year. This is a significant position for the brand as the overall yellow fats category is experiencing a decline in sales.
Results from an independent sensory analysis competitor benchmarking report conducted by St Angela’s Food Technology Centre has resulted in Connacht Gold Low Fat butter deemed the No1 choice for taste and texture versus competitor brands in a blind tasting, and combined with the brand’s six Great Taste Awards and Blas na hEireann accolades in 2014, Connacht Gold is certainly winning the taste test.
Commenting on the findings, Lydia Rogers, Communications and Brand Manager, Aurivo Co-op said: “We are thrilled with the success of Connacht Gold butter, the encouraging sales figures and positive outcome of the recent independent blind taste tests show that an excellent quality product can achieve growth, even in a challenging category. We have more exciting plans for the brand and look forward to continued success for the range in the year ahead”.
Connacht Gold has invested in its Low Fat Butter through an integrated ‘real butter’ campaign over the past two years and will continue to invest in the brand throughout 2015 – the first campaign will feature Connacht Gold Low Fat butter on national and regional radio, along with press, online and in-store tastings right across the country in the coming weeks. The key message of the campaign highlights that Connacht Gold Low Fat is real butter with half the fat and all the taste.
Butter’s recent rise in popularity is lifted by consumer trends towards more natural foods with simple ingredients and exceptional taste. This trend is also kindled by celebrity chefs and cooking shows which show butter as an everyday essential cooking ingredient. With its real butter credentials, Connacht Gold teamed up with RTE last autumn to sponsor its food series ‘Rachel Allen: All Things Sweet’, adding value for Connacht Gold Softer and Unsalted butters as the trend towards home baking and cooking continues.
Connacht Gold Low Fat, Softer and Unsalted butters are positioned in the top 10 products contributing to category growth in retailers, while the Connacht Gold brand continues to innovate in the category, with two new products launched towards the end of 2014- a gourmet butter with Sea Salt and Cracked Pepper butter, with further exciting NPD in the pipeline.
For further information about Connacht Gold products visit www.facebook.com/ConnachtGold.