Anchor has launched its first low-fat and cost-effective fresh cream product into the food retail market.

The Arla Foods brand’s Anchor Real Dairy Cream is available in cases of six 300g-pots for a manufacturer’s RRP of £1.25 per product. It contains 30% less fat than standard double cream products and is a suitable accompaniment to Christmas puddings and other festive desserts.

Ed Steele, Anchor Cream brand manager, said: "In a category dominated by own-brand products, we’ve spotted a key opportunity for the Anchor brand to tackle these purchase barriers by championing the versatility of cream and its benefits when used in everyday food, with the reassurance of a lower-fat product."

The £110m brand’s fresh cream product will use online and in-store promotions, as well as advertising on Anchor Spreadable and Anchor Lighter Spreadable.