Butter brand Anchor has unveiled a new look to showcase its Britishness. The makeover will be supported with a £4.5 million campaign to publicise the brands real butter credentials.

Anchor is produced by Arla Foods using 100% British milk. The move will see the brand flying the British flag as it reinforces the dairy co-operatives drive to champion British dairy, as part of its ambitious 2020 strategy.

An updated design of the Anchor logo and symbol will be appearing on-pack, alongside references to Westbury in Wiltshire, home to Arlas dairy wher Anchor Block Butter and Anchor Spreadable are made.

Gareth Turner, BSM category director at Arla Foods UK, says, "We are delighted with our new packaging design and wider campaign which celebrates Anchors superb quality in a way that resonates with todays consumers.
"We know those consumers increasingly want to know wher the products they buy come from, so we believe its important to highlight that Anchor butter is made in Wiltshire, with milk from British farms, loud and proud on our packaging."