– It’s about meeting the changing needs of households, says Antoine Riché, responsible for butter and fat at Arla Sweden.
It has been more than 50 years since Arla launched Bregott, and the packaging has not changed much since then. The packages have previously been available in sizes of 300 and 600 grams. Now, Arla is changing its classic Bregott packages and introducing three new sizes – 250, 500, and 750 grams. From week 7, the new packages will be available in grocery store refrigerators.
– Bregott has been on Swedish breakfast tables for over fifty years, but household needs have changed a lot during that time. Some buy Bregott once a year, and others go through a large package in a week. We hope that the new sizes will make it easier for everyone to find a package that matches their own butter consumption, says Antoine Riché, responsible for butter and fat.
Already in November 2023 Arla’s new butter packages was debated. In an article in Svd, Jan Bertoft, secretary-general of Sweden’s Consumers, called the new packages a ”Clear example of shrinkflation,” meaning that you end up paying the same price for less content. Whether the pris will vary is not is yet not clear.
From week 7, the new packages will be available in in the stores.
Read the full press release HERE