Arla Foods Launches £100 Million Commitment to Healthier Eating Habits

 Breaking News
  • Scottish Food and Drink Exports Hit Record £6 Billion Overseas Scottish food and drink exports were worth approximately £6 billion in 2017 – almost £570 million more than 2016. Food exports were valued at about £1.6 billion – a rise of 15% (£214 million) during the same period. Exports of food to Europe were worth £1.1 billion after an increase of 13%, or £125 [...]...
  • UK Casual Dining Contraction is Independents’ Opportunity With casual dining brands closing sites and scaling back expansion in the UK, well-run independent operators have an opportunity to take back market share, says buying specialist Lynx Purchasing. Operators who do their homework on the eating-out market, including implementing strong buying disciplines, can broaden their customer appeal, says Lynx Purchasing managing director Rachel Dobson. “Since the [...]...
  • AAK UK Opens First Customer Innovation Centre AAK UK has opened a new Customer Innovation Centre in Hull to take its co-development work with leading food brands to new levels of success. AAK, the UK’s leading manufacturer and supplier of edible oils, fats and semi-speciality oil ingredients, works in close partnership with some of the most famous names in food and bakery to [...]...
  • Marks and Spencer Selects Zetes to Transform Food Supply Chain Operations Marks and Spencer (M&S) has selected Zetes to help transform visibility and fulfilment across its fresh food supply chain. The partnership will also see greater collaboration between M&S and its food suppliers via Zetes’ supply chain visibility platform, ZetesOlympus. Through ZetesOlympus, M&S will gain real-time fulfilment performance insight across its fresh food supply chain. The platform will help M&S [...]...
  • Guinness Remains Ireland’s Most Valuable Brand at €2.1 Billion Guinness remains Ireland’s most valuable brand after growing by 5% over the last year to a brand value of €2.1 billion on the back of new product innovations and steady sales of the world-famous draught, according to the latest report by Brand Finance, the world’s leading independent brand valuation and strategy consultancy. Guinness’s brand value has [...]...

Arla Foods Launches £100 Million Commitment to Healthier Eating Habits

Arla Foods Launches £100 Million Commitment to Healthier Eating Habits
August 25
15:53 2016

Arla Foods UK has launched a major new breakfast campaign as part of its £100 million commitment to support healthier eating among consumers. The commitment, unveiled as part of the dairy cooperative’s ambitious new strategy to grow revenue by nearly a third by 2020, will see a series of campaigns and initiatives launched to encourage healthier food choices and highlight the nutritional qualities of dairy products.

The Choose Goodness campaign, fronted by TV chef Gizzi Erskine, encourages Britons to upgrade the most important meal of the day, through adding more variety into their breakfast repertoire. Gizzi has created seven recipes, one for each day of the week, to encourage Brits to mix-up their breakfast routine and add more diary where possible.

The campaign follows research by Arla which found that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognise that breakfast is the most important meal of the day. This is why Choose Goodness challenges people to commit to ‘Seven Great Days’ of nutritional, protein-rich breakfasts, inspired by Gizzi and including a range of Arla dairy ingredients.

Tomas Pietrangeli, managing director of Arla Foods UK.

Tomas Pietrangeli, managing director of Arla Foods UK.

A further commitment in Strategy 2020 is to devote a quarter of marketing spend to digital, with Choose Goodness a key example of how Arla is bringing this to life. The online campaign sees the website act as an online hub for consumers – to get inspiration and advice on how to do breakfast properly. This is being supported with a comprehensive social media campaign, which encourages Brits to share their own seven great days of breakfast using #choosegoodness to win a whole host of breakfast prizes.

In addition, Arla has linked up with five food and lifestyle bloggers and influencers from around the country to add their own recipes to the growing Choose Goodness breakfast menu. The campaign has been performing well online, reaching some 3 million people to date through Twitter, Facebook and Instagram.

Tomas Pietrangeli, managing director of Arla Foods UK, says: “As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible. Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits. The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”

About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • March 18, 2018ProWein
  • March 21, 2018World Olive Oil Exhibition
  • March 28, 2018FOOD INDUSTRY
  • April 4, 2018The leading event for the snack and food-on-the-go market
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here