FDBusiness.com

In recent years, an increasing number of consumers are looking for plant-based products, and the trend is set to continue. Therefore, Arla Foods has decided to enter the market for plant-based products to meet consumer demand and to develop the category with natural products and unique flavour compositions. Initially, Arla will launch three oat drinks under the new brand, JÖRĐ, an umbrella brand for 100 per cent plant-based products.

“More and more European consumers are looking towards plant-based products. And we know that consumers are enjoying dairy and plant-based drinks side by side. With our unique expertise and innovation power it is natural for us to enter this market, which is adjacent to the milk category. We aim to develop the category with a natural, Nordic range that fits into the everyday life of the European consumers and we see this as an exciting business opportunity,” says Hanne Søndergaard, Executive Vice President for Global Marketing and Innovation at Arla Foods.

He adds: “At Arla, we are committed to deliver in the plant-based category. We have the willingness and the capability to serve what the consumers desire – both in the dairy and plant-based categories – and we believe that the JÖRĐ-brand and our natural oat drinks meet these expectations. The three plant-drinks are made with organic and Nordic ingredients and contain up to 50 percent more oat than current market leaders. Parameters, that have tested very well with the consumers.”

Initially, the plant-based drinks will be launched in Denmark, the United Kingdom and Sweden. Arla will investigate the opportunities to launch JÖRĐ in other markets as well.