The disparate collection of Arla Foods' cheese brands on sale in Japan is to be replaced by the red Arla 'master brand', the company revealed yesterday (18 October).

The transition, which is already underway, is expected to be completed during the spring of next year. The company said that the initiative is in line with its strategy to drastically reduce the number of brands it operates.
 
Arla said that recent years have seen the launch of Apetina, Finello and Buko in Japan, but a number of smaller brands sold exclusively in Japan remain. These will now be gathered under the red Arla Master Brand.

"We want to strengthen our position in Japan. This means that we have to examine our strategy and adopt a clearer approach in our marketing," says Jannie Illum Andersen, product manager at Arla Foods.