UK – Arla Foods, one of the leading butter brand and owned by dairy co-operative in UK, has received ‘Brand of the Year’ award for its Anchor Butter brand, which was at the Grocer Gold Awards.

According to the company, the awards recognised outstanding performance by an established brand in response to changing trade or consumer needs for the FMCG industry.

Judged against innovation, originality, creativity and business results, Anchor’s approach to the declining BSM category and turnaround in its own sales decline through a new education-based strategy saw it scoop the accolade, beating off stiff competition from nine other industry heavyweights.

Anchor delivered a retail sales value of US$142 million in 2017, an increase of over 13% year on year.

Following an overhaul of its packaging to focus on heritage, provenance and naturalness, the brand increased sales by 2% and a further 2.2% uplift was achieved following a brand new TVC that brought to life the heritage cues of the brand.

“There has been a clear change in consumer habits in the butter and spreads category over recent years, with more shoppers looking for natural products that contain less ingredients.

As taste and quality remain the key drivers for purchase, we have worked extremely hard on the Anchor brand to ensure that both the British heritage and quality of ingredients is clear for consumers,” said Ruby Ali-Brett, Director of the BSM category at Arla Foods.

“Through dialling up the ‘Real Butter’ credentials of Anchor and educating shoppers on the benefits of butter, we have been able drive volume and value growth for the brand.

We are extremely delighted to be recognised for our achievements and contribution to the category.”

Established for 14 years, The Grocer Gold awards showcase the very best in in grocery retail, and rewards only the highest levels of service, initiative and commitment in the FMCG sector.