Arla Foods urges UK consumers to create new protein-rich breakfasts

By Jim Cornall contact

- Last updated on GMT

Arla is challenging consumers in the UK to do more with breakfast as part of its Choose Goodness campaign.
Arla is challenging consumers in the UK to do more with breakfast as part of its Choose Goodness campaign.

Related tags: Nutrition, Arla foods uk

Arla Foods UK has launched a breakfast campaign as part of its £100m ($132m) commitment to support healthier eating among consumers.

The Choose Goodness campaign follows research by Arla that found that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognize that breakfast is the most important meal of the day.

Arla says that the Choose Goodness campaign challenges people to commit to ‘Seven Great Days’ of nutritional, protein-rich breakfasts based around dairy products.

Concentrating on digital

A commitment in Arla Foods’ Strategy 2020 is to devote a quarter of marketing spend to digital, with Choose Goodness being an example.

The online campaign sees the website act as an online hub for consumers – to get inspiration and advice on breakfast. This is being supported with a social media campaign, which encourages Brits to share their own seven great days of breakfast using #choosegoodness to win prizes.

Tomas Pietrangeli, managing director of Arla Foods UK, said the company wants to educate consumers on the benefits of dairy products wherever possible.

“Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits,” ​Pietrangeli said.

“The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”

Related topics: Manufacturers, Arla Foods, Functional Dairy

Related news

Show more