Arla launches cheaper milk range in Denmark
in Denmark. The launch of the new product is to counteract Aldi's
recent price cuts in dairy products.
The new drink Danmaek is now available in supermarkets and local stores at lower prices.
"Danmaek is our response to the price war started by Aldi last week when they reduced the price of several dairy products," said Arla Food's category manager Karsten Jeppesen.
There has been an increase in German and foreign milk production in Denmark. It is this increased activity that has led Arla to launch its new milk range. Conventional Ekspres milk from Arla Foods is sold in stores just 24 hours after it has been milked from a cow.
Danmaek, the new cheaper version of that brand, meets up with Danish guidelines that stipulates that milk must be heat-treated at most 54 hours after it is milked. It is thought to be this factor that makes Danmaek cheaper to produce.
