FDBusiness.com

Arla Foods UK Launches Strategy to Champion British Dairy

 Breaking News
  • Coca-Cola European Partners to Remove 4,000 Tonnes of Single-use Plastic by Swapping Shrink Wrap For Cardboard in Western Europe Coca-Cola European Partners, will be replacing plastic shrink wrap with cardboard for its can multipacks across Western Europe, removing approximately 4,000 tonnes of single-use plastic per year across the region. This is the latest move in Coca-Cola’s commitment to tackle packaging waste and remove all unnecessary single-use plastic from its secondary packaging. Plastic shrink wrapping is used [...]...
  • EU Leading in Global Agri-food Trade The EU has been confirmed for yet another year in its position as the largest global exporter of agri-food products, with sales reaching €138 billion in 2018. Agriculture products represent a solid share of 7% of the value of EU total goods exported in 2018, ranking fourth after machinery, other manufactured goods and chemicals. Agriculture and [...]...
  • Is ‘Flexitarianism’ the Future? A workshop held recently at the University of Nottingham has revealed that ‘flexitarianism’ is a new and growing trend amongst British consumers. Delegates at an event that discussed plant-based diets heard how eating more plant-based products represented a sustainable future for food and drink production. Organised by the Agrifood Training Partnership (AFTP), and chaired by AFTP [...]...
  • Chivas Brothers Opens New Head Office Chivas Brothers, the Scotch whisky business of Pernod Ricard, has opened a new 27,000 sq ft head office in the centre of Glasgow. Jean-Christophe Coutures, chairman and chief executive of Chivas Brothers, says: “We need to keep moving with the times and this is the beginning of a new and exciting chapter for Chivas Brothers [...]...
  • Unilever Achieves 100% Renewable Electricity Across Five Continents Unilever has announced that its factories, offices, R&D facilities, data centres, warehouses and distribution centres across five continents are now powered by 100% renewable grid electricity. As far as possible, Unilever’s transition to renewable electricity has been delivered through supporting the development of local renewable energy markets, with 38% of its grid electricity supplied through [...]...

Arla Foods UK Launches Strategy to Champion British Dairy

Arla Foods UK Launches Strategy to Champion British Dairy
July 20
12:52 2016

Arla Foods UK, Britain’s largest dairy company, has unveiled its most ambitious business strategy to date to make Arla a household brand by 2020 and grow its revenue by nearly a third. Spearheaded by new country head, Tomas Pietrangeli, who joined the UK business earlier this year, the ambition is part of the company’s global strategy for growth and will position Arla as the champion of British dairy.

Arla’s new strategy will include much greater investment in its Arla and Lurpak brands with the aim of creating them into top ten FMCG brands by 2020. It also plans to grow Castello to become the best known premium cheddar and speciality cheese brand.

Following the launch of the Arla brand to UK consumers last year, the company has already launched a wide range of innovative and healthier dairy products including Arla Best of Both skimmed milk, Arla skyr and Arla Protein into categories including drinks, yogurts and cottage cheese.

The company will build on these early successes with an up-weighted programme of activity to further raise awareness of its farmer-owned status to drive differentiation and become synonymous with dairy health in both its branded and own label portfolios.

Arla has made a number of further commitments as part of its 2020 strategy:

  • At least 10 per cent of its net revenue will come from new product development across its branded portfolio;
  • Invest a minimum of 25 per cent of its marketing spend in digital;
  • Increase the availability of dairy products for breakfast, snacking on the go, convenience and hospitality with an overall ambition to increase dairy consumption;
  • Extend its pipeline of healthier dairy products with at least 30 new dairy concepts and 50 new range extensions; and
  • Invest over £100 million in promoting a series of new healthier dairy products and campaigns to encourage more nutritious eating habits and challenge some of the current myths about dairy.

Tomas Pietrangeli, managing director of Arla Foods UK, says: “We want Arla to be the name that people know, love and trust for dairy. We have developed a strategy that delivers clear consumer benefits by re-engaging them in the most innovative, unexpected, responsible and efficient way. Our overall objective will be to add value to our milk and in turn allow us to return the best possible price to our farmer owners.”

The company will also publish a set of major health and nutrition commitments on Arla products and the development of an enhanced food service offering, to become a supplier of choice outside the retail environment.

About Author

mike

mike

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements