Dairy giant Arla Foods is working to build its corporate brand in the UK, revealing plans to include its corporate logo on the front of its branded products' packaging for the first time.

The Denmark-based group, which owns Anchor butter and Cravendale milk, has been including the Arla corporate logo in TV adverts for selected products since October.

As well as the packaging move, Arla also today (17 November) announced the launch of its 'Kids Closer to Nature' programme. The scheme, devised in partnership with the National Trust, plans to "encourage more children to enjoy the great outdoors".

Arla senior brand manager Mike Walker said the move is one in a long line of initiatives aimed at propelling Arla's corporate status from a relatively unknown brand into a household name.

"Our aim is to increase awareness from virtually zero to 60% in the next five years," he said.