LAND O LAKES® Butter Now Available in New Western-Style Packaging in 10 States

Packaging Change Features Different Shape for Box, Butter Sticks

(Arden Hills, Minn.) March 20, 2007 /PRNewswire/ — Land O'Lakes is doing something to its one-pound butter box that it has not done in 86 years—changing it. While the butter remains the same, the iconic LAND O LAKES® Butter box will now be available in new western-style packaging in 10 states.

The LAND O LAKES® Butter box has looked virtually the same since the company’s inception in 1921. As the only nationwide distributor of butter, Land O’Lakes has taken a one-size-fits-all approach until recently. Now, instead of offering its traditional packaging to retailers from coast to coast, the company is adapting some of its packaging to the regional norms of the West.

Most butter manufacturers that distribute butter west of the Rockies use western-style packaging. The western-style box and its corresponding butter stick shape differ considerably from their counterparts. The western-style box is larger in appearance, even though it contains the same amount of butter. The sticks of butter in the western-style box appear much shorter and stockier to the eye than traditional sticks.

Recent Land O'Lakes research revealed that the majority of consumers in western states preferred western-style boxes, prompting the company to produce the alternative packaging. LAND O LAKES® Salted and Unsalted Butter in the new western-style packaging will be available in 10 states. Those states are Arizona, California, Hawaii, Idaho, Montana, Nevada, Oregon, Utah, Washington and Wyoming. The current version of the LAND O LAKES® Butter box will continue to be available throughout the rest of the country.

The difference in the size of the boxes is attributed to historical variances in butter printers or packaging machines. These regional differences, which date back to the early 1900s, are still intact.

Graphically, the western-style LAND O LAKES® Butter box will appear similar to the current version. The well-known brand name and Indian Maiden logo will be re-proportioned to fit the new-size box. In addition, each butter stick will be wrapped with Land O'Lakes proprietary FlavorProtect® Wrapper, which is specially designed to retain freshness and keep out other odors better than traditional butter wrappers.

The western-style packaging will replace grocers' stock of LAND O LAKES® Salted and Unsalted Butter in its current version of packaging as their stocks are depleted. Most grocers should have the new packaging on their shelves in time for the spring holidays.

Western consumers can be assured of the great taste, quality and freshness of their LAND O LAKES® Butter. While the LAND O LAKES® Butter box is changing, the product remains unchanged.

Land O'Lakes, Inc., a Minnesota-based food and agriculture company, is a leading supplier of quality dairy products. In 1921, Land O'Lakes began making butter from sweet—not sour—cream. Ever since that breakthrough, the company has been a leading producer of butter and other pure, wholesome dairy products that deliver simple goodness to consumers. Visit anytime for great recipes and meal ideas.

For More Information:

Lydia Botham – 651.481.2123
Brian Delgado – 651.766.1664

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