Lurpak's Slogans & Taglines

Lurpak traces its origins to 23 October 1901, when Danish dairy farmers and their co-operative dairies joined forces to protect their quality butter under the 'Lurmark' trademark. From 1911, only dairies adhering to a rigorous system of regular blind tastings could use the brand, a quality control still practised today. In 1957, the name was changed to Lurpak, and throughout the 1960s the brand expanded from Denmark to the Middle East, the United Kingdom, and beyond. Today, Lurpak is owned by the Danish Dairy Board and produced by Arla Foods at the Holstebro dairy in Jutland, sold in over 75 countries worldwide.

The brand's core products are butter and spreadable dairy solutions, including slightly salted and unsalted block butter, spreadable butter blended with rapeseed oil, lighter variants, and a plant-based alternative launched in 2024. Each kilogram requires roughly 20 kg of fresh Danish milk, with lactic cultures added to create its characteristic creamy, delicate taste.

From the enduring quality promise "Good food deserves nothing less" to the iconic tagline "Good food deserves Lurpak" (2008) and "Love food with Lurpak" (2010), the brand has evolved into a global symbol of premium Danish dairy. Today, it champions the mission "The world needs more cooks", reflecting a century-long commitment to inspiring culinary creativity through uncompromising quality.