Arla Foods has launched its first branded organic product, in a bid to make organic milk ‘more accessible’ to consumers.
The launch of new Arla organic farm milk will seek to exploit ‘the resurgence of organic in the UK’, the dairy cooperative said, underlined by the Soil Association’s comments in September that organic food ‘has a huge part to play’ in the future of the country’s grocery retail sector.
It is the latest addition to Arla’s portfolio after the release of Arla farmers’ milk, which pays suppliers a £0.25 premium on own-brand milk, back in July.
Arla Foods UK managing director Tomas Pietrangeli said: “I am delighted that we are launching Arla organic farm milk. It’s 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.”
Like Graham’s organic whole milk, it is unhomogenised and sees the return of the layer of cream at the top of the bottle, which will offer nostalgia to many consumers and a sense of intrigue to younger generations.
It will launch in 2-litre bottles, available both as semi-skimmed and whole milk, in Tesco stores from tomorrow. Wider distribution is then planned for January 2017. The recommended retail price will be £1.75.
Pietrangeli, who was previously head of Arla in Denmark, continued: “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.”
Shirley Preston, Arla farmer-owner and chair of Arla UK’s organic committee, said: “The launch of Arla organic farm milk demonstrates Arla’s commitment to organic, and is a great boost to Arla’s organic dairy farmers. We look forward to continued growth in the category and further product launches in the UK, helping organic to become more accessible to everyone.”
The new product is certified by the Soil Association – the largest organic certification body in the UK.
Clare McDermott, business development director for Soil Association Certification, 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.”
In the last 18 months, Arla has also launched BoB – a skimmed milk that ‘tastes as good as semi-skimmed’ – as well as Arla Big Milk, which has added iron, vitamin D and vitamin A to help parents ensure that their children are getting sufficient levels of essential vitamins and minerals.
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