Anchor flies the British flag

Anchor is proudly boasting its 'Britishness' on new packaging supplied by RPC

Anchor is aiming to tap into the growing popularity of ‘real butter’ by launching a new look to showcase the ‘Britishness’ of its brand.

A multi-million pound campaign by Anchor’s owner Arla Foods includes new packaging that promotes the British flag and champions the British dairy industry.

The tub and lid are supplied by RPC Superfos and both components feature in-mould labels (IML), which are also produced by RPC.

The redesign is being accompanied by a digital and in-store marketing campaign, which was created to emphasise that Anchor is made from real butter blended with Rapeseed Oil.

Butter is becoming increasingly popular among health-conscious consumers and US food giant McDonald’s recently replaced margarine with butter for that reason.