Arla Foods enters UK yoghurt category with high-protein quark launch
Arla Foods, which is owned by 13,500 European dairy farmers, including 3,500 in the UK, today unveiled Arla Protein, a low-fat, high protein "super thick" quark product.
Each 200g pot of Arla Protein - which is available in raspberry, strawberry, and blueberry variations, contains 20g of protein - around 40% of the UK recommended daily intake (RDI) of 50g.
Branding its a "great way to a protein fix in just one pot", it believes Arla Protein will appeal to "increasingly active, health-conscious consumers" and hopes it will attract active 25 to 35-year old consumers to the yoghurt category.
A range of Arla Protein products, including quark, yogurt, and milk drinks, are already marketed in Finland.
Arla Protein found on shelves in the UK will, however, be made using skimmed milk from its British farmer owners, Arla said in a statement.
The launch of Arla Protein also marks the UK debut of the Arla brand, which is well established in a number of European countries, including Sweden, Finland, and Denmark.
Its decision to introduce the Arla brand to British consumers is in line with the dairy cooperative's ambition to become a leading dairy brand in the UK.
"The Arla name presents a great opportunity to be able to build a brand around the inherent healthy credentials that dairy has to offer and entering the yoghurt category strengthens our position as the leading dairy company in the UK," said Stuart Ibberson, category director, Arla Foods UK.
Consumers should expect to see "further innovative products" and "range extensions" as Arla seeks to build on the debut of its own brand.
