FDBusiness.com

Arla Foods Builds on Success of Organic Milk Launch

 Breaking News
  • UK Grocery Prices Rising at Fastest Rate in Four Years The latest grocery market share figures from Kantar Worldpanel, for the 12 weeks to 5 November 2017, show UK supermarket sales have increased in value by 3.2% year-on-year in the run up to Christmas. Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, explains: “Volume sales have increased by less than 1%, meaning it’s [...]...
  • Alcohol Minimum Unit Pricing to Go Ahead in Scotland The UK Supreme Court has ruled that minimum unit pricing for alcohol, which was passed overwhelmingly by the Scottish Parliament in 2012, can now proceed. Scottish Health Secretary Shona Robison has welcomed the decision and confirmed she intends to make a statement to Parliament shortly, setting out the Scottish Government’s next steps. Following the unequivocal backing [...]...
  • GEA Brings Together Technologies to Supply Extended Production Line For BMI GEA has recently been selected to supply an extended pasta filata cheese production line for BMI in Jessen, Germany. With this exemplary project GEA brings together its joint cheese-making expertise, resulting from its acquisition of de Klokslag and CMT in 2014 and 2015 respectively, with GEA’s flow and processing experience to provide a single offering for this [...]...
  • Bosch Packaging Technology Wins German Design Award 2018 The Sigpack VPF (Vertical Platform for Flat Pouches), the first freely scalable flat pouch machine from Bosch, has been honoured with the German Design Award 2018 in the Excellent Product Design category. The German Design Council presents the prestigious award on an annual basis. The German Design Award is the second prestigious accolade for the [...]...
  • Premier Foods Returns to Revenue Growth Premier Foods, the UK convenience food group, has reported group revenue of £353.3 million for the 26 weeks ended 30 September 2017 – an increase of 1.5% on the prior period – with Branded revenue in line with last year at £295.4 million while Non-branded revenue increased by 10.1% to £57.9 million. Group reported half year [...]...

Arla Foods Builds on Success of Organic Milk Launch

Arla Foods Builds on Success of Organic Milk Launch
July 11
08:43 2017

Arla Foods UK is repositioning its Arla® Organic Farm Milk brand to highlight its free range credentials to consumers. Following the dairy company’s successful brand launch earlier this year, Arla is renaming its organic milk to Arla® Organic Free Range Milk by redesigning its organic milk labels to feature a free range claim.

The new packaging is being supported by TV advertising[1].Arla’s above the line campaign in 2017 shows the relationship between a dairy farmer and Mother Nature and for the first time communicates the free range nature of organic cows.

Research[2] has shown that many UK consumers don’t yet realise all the benefits that organic milk can offer, particularly the fact that it comes from free range cows. Cows which produce Arla® Organic Free Range Milk are outdoors for on average 200 days per year[3].

Arla is the world’s largest producer of organic dairy foods, with its farmer owners providing around 700 million litres of organic milk each year including the UK, where it supplies own-label organic milk to some of the retailers and food service providers.Arla’s global organic heritage provides its UK market the opportunity to develop its own branded organic products,innovate with its farmers as well as and drive the value of milk for its farmer owners.

The latest round of TV advertising is part of a £5 million marketing campaign and is part of a major ambition by Arla Foods to grow the organic dairy category in the UK.

Tomas Pietrangeli, Managing Director of Arla Foods UK, says: “We believe there is significant headroom to grow the organic milk category and make organic milk more accessible to our consumers.Our new advertising campaign, emphasising the free range claim, will help people to further understand the benefits of organic, encouraging them to trade up from standard fresh milk to organic.”

The TV advertising also coincides with increased distribution for the brand, which is now listed in Tesco, Asda, Sainsbury’s and Morrisons. Distinctive new packaging, outdoor and instore activation will communicate to consumers that Arla Organic milk is free range. The campaign will also be supported by digital and PR activity.

Finn Cottle at the Soil Association comments: “We are passionate about communicating the benefits of organic milk, which is always free range as cows graze outside whenever conditions allow, over 200 days on average. It is great to see that organic is becoming the natural choice for British consumers, with one in four households purchasing organic milk. We look forward to seeing the growth accelerate in the future.”

Arla Organic Free Range Milk 2-litre semi-skimmed and whole milk formats are available in Tesco, Asda, Morrisons and Sainsbury’s stores across the UK (typical RRP: £1.75).

[1]TV advertising agency – Weiden and Kennedy

[2]Razor Qualitative Research, March 2016

[3]Based on a survey of 84 of 87 Arla organic UK farms, May 2017 and Kingshay independent study, 2015 for OM-SCo, based on 85 organic UK herds.

About Author

mike

mike

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements