Valuation Result
Final Brand Value
Lurpak — Food
Valuation date: 10/30/2026
Total Brand Value
€292.5M
This result turns the selected legal, brand, benchmark and discount-rate assumptions into one reviewable brand value estimate.
Brand Strength
81/100
Royalty Rate
2.6%
Discount Rate
8.0%
Benchmark recommendation not unlocked for this result
Sensitivity snapshot
Quick decision check for discount rate, royalty rate and long-term growth.
Variable
Lower input
Current
Higher input
WACC (Discount Rate)
8.0%
-1.0%
€344.2M
8.0%
€292.5M
+1.0%
€254.5M
Royalty Rate
2.6%
-0.5%
€236.9M
2.6%
€292.5M
+0.5%
€348.0M
Terminal Growth
1.5%
-0.5%
€276.1M
1.5%
€292.5M
+0.5%
€311.5M
Brand Strength changes can also be explored to show their potential effect on brand value. Contact info@brandvaluator.se if you want to explore this for strategy, planning and budgeting.
Revenue Base
€903.0M
Legal Protection
83/100
Long-term Growth
1.5%
Recommendation basis
Brand-strength range • Pro
This reference case derives its royalty rate by applying the brand-strength score to a documented industry royalty ceiling.
This valuation uses benchmark support informed by external market references and curated internal calibration.
Use this section to confirm whether the result reflects unlocked benchmark guidance or a non-benchmark method.
Forecast profile
5 years explicit forecast
High growth: -3.0%
Base growth: 2.0%
Long-term growth: 1.5%
Value build
Value for planning period: €77.4M
Terminal value: €215.0M
How the valuation is built
Valuation Build
| Year | Revenue | Royalty | After Tax | PV |
|---|---|---|---|---|
| Y1 | €875,910,000 | €23,058,331 | €17,985,498 | €17,306,554 |
| Y2 | €893,428,200 | €23,519,497 | €18,345,208 | €16,345,078 |
| Y3 | €911,296,764 | €23,989,887 | €18,712,112 | €15,437,018 |
| Y4 | €929,522,699 | €24,469,685 | €19,086,354 | €14,579,406 |
| Y5 | €948,113,153 | €24,959,079 | €19,468,081 | €13,769,439 |
| Explicit PV (Y1–Y5) | €77,437,496 | |||
| Terminal Value (undiscounted) | €304,001,579 | |||
| Terminal PV (discounted) | €215,015,090 | |||
| Total Brand Value | €292,452,586 |
Supporting context
This section explains the evidence and judgment used to support the recommendation and the legal, brand and financial assumptions used in the valuation.
Reference case
Lurpak
Prepared reference case
Indicative value of the Lurpak butter name. Arla, milk supply, dairies and enterprise value are excluded.
No brand profit is published, and Arla's co-operative EBIT is after paying owners for milk. Combined opening rent of the published Arla case, Lurpak and Puck is about 22% of Arla group EBIT. Butter prices are expected to fall in 2026, so year one uses -3%. The 3.25% name-only ceiling and 2.633% selected royalty are analyst assumptions, not an observed licence. Opening hypothetical rent of EUR 23.8m is about 3.7% of EUR 647m FY2025 Arla group EBIT; this is not a matched name-profit test. Legal and behavioural inputs are outside-in estimates, not a trademark opinion or customer survey.
Informed by numerous sources including company reporting, investor materials, analyst research, market data and selected benchmark references where relevant.
Key inputs
Reported = directly sourced • Estimated = selected judgment • Inferred = derived from broader evidence • Assumed = inclusion choice
Revenue base
EUR 903m FY2025 Lurpak revenuereported
Planning growth
-3.00% for 1 years, then 2.00%estimated
Long-term growth
1.50%estimated
Royalty rate selected
2.63%estimated
Discount rate
8.00%estimated
Brand Strength
81/100 (A-)estimated
Legal analysis
83/100estimated
Company disclosures
These links lead to company-issued materials. BrandValuator cross-checks indicative estimates against multiple sources; the final assumptions and judgments are our own. Each input is labeled by evidence status above.
Legal Protection
trademark Status90
scope Of Rights88
risk Profile78
litigation78
contractual Rights80
goodwill Evidence88
regulatory Compliance82
Brand Strength
marketing Investment80
quality88
availability86
distinctive Brand Codes90
mental Availability84
consideration82
trust84
choice Share80
penetration78
price Elasticity64
revenue Premium80
margin Premium72
stability80