European dairy cooperative Arla Foods has launched its first branded organic product in the UK – Arla Organic Farm Milk – with the aim of making “organic milk more accessible to all”.
Tomas Pietrangeli, the managing director of Arla’s business in the UK, said the launch marked “a significant milestone in our growth agenda and enables us to start telling and showcasing our organic story”.
“As the category is on the rise, we see lots of potential for us to drive more value into the milk category,” Pietrangeli said. “I have seen what can be achieved in other markets, such as Denmark, where up to 30% of overall fresh milk sales are organic. The strategy has been focused on making organic more accessible to everyone, new product development and providing choice and availability.”
Arla Organic Farm Milk is unhomogenised and “sees the return of the cream top”, the group said in a statement. “Setting it apart from most of its competitors, the layer of cream at the top of the bottle will appeal to a wide range of shoppers, including the nostalgic and the younger generation keen to try fresh milk in a different way.”
“Arla is the world’s largest producer of organic dairy products, with its farmers providing around 700m litres of organic milk each year, including the UK, where it already produces own-label organic milk, cheese and butter,” the group said.
The new product is certified by the UK Soil Association. Clare McDermott, the business development director at the association, said: “We welcome the launch of Arla Organic Farm Milk in the UK and believe it’s a natural step for the world’s largest organic dairy producer. Organic farming has great benefits for animals, farmers and the environment and we have enjoyed working with Arla’s farmer owners and colleagues to ensure the product upholds the highest animal welfare standards that organic brings.”
Arla Organic Farm Milk 2-litre semi-skimmed and whole milk formats will be available initially in Tesco stores from today at an rsp of GBP1.75 (US$2.17) with a wider distribution from January.
In August, Arla touted the strength of its branded products, pointing to a 6% rise in sales from that part of its portfolio, as the group announced a set of half-year results that showed its total revenue fell in the first six months of 2016.