Arla UK launches new fat-free milk brand
The farmer-owned dairy cooperative has spent three years developing the technology to produce Arla BOB. It involves collecting some of the naturally-occurring protein in milk and adding more of it back into skimmed milk. In addition, with Arla’s unique PurFiltre process, it also lasts longer in the fridge.
The launch of Arla BOB is being supported by a $10.2m (£7m) integrated marketing campaign designed to announce the product with bursts of yellow. A television campaign starts on February 8.
More products planned for 2016
The launch is part of Arla’s drive to support its farmer owners and become a leading household brand by adding value to its milk, through the development of innovative products, with a focus on the inherent naturalness of dairy.
It follows on from the successful launch of Arla Protein, Arla Skyr and Arla Big Milk last year. Through 2016, it will also unveil further innovative products as well as range extensions across the dairy portfolio.
Arla BOB is available in retailers throughout the UK from 11 January in 2-liter and 1-liter formats, costing $2.20 (£1.50) and $1.46 (£1) respectively.
Hoping to be a popular choice
Sarah Baldwin, vice president, marketing, Arla Foods UK, said, “We are perfectly positioned to launch something genuinely pioneering and Arla Best of Both is one of the biggest innovations we’ve created in the milk category.”
Baldwin said the company’s strategy is to develop, “great tasting and healthier products. With organisations like Public Health England encouraging people to consider drinking lower fat milks, we believe Arla BOB will be a popular choice for many consumers,” she added.
According to recent research conducted for Arla, 49% of semi-skimmed buyers say they would buy skimmed milk but don’t like the texture and 33% would buy skimmed but don’t like the taste.
Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers, about 3,000 of whom are British. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products.
