Initially, Arla will launch three oat drinks under the new brand, JÖRD, an umbrella brand for 100% plant-based products.
The three launches are JÖRD Oat, JÖRD Barley and JÖRD Hemp.
Hanne Søndergaard, executive vice president for global marketing and innovation at Arla, said, “More and more European consumers are looking towards plant-based products. And we know that consumers are enjoying dairy and plant-based drinks side by side.
“With our unique expertise and innovation power it is natural for us to enter this market, which is adjacent to the milk category. We aim to develop the category with a natural, Nordic range that fits into the everyday life of the European consumers and we see this as an exciting business opportunity.”
The company said it has a strong ambition to become a significant player in the category within the coming years, and it plans to expand the JÖRD brand with a range of plant-based products.
“At Arla, we are committed to deliver in the plant-based category. We have the willingness and the capability to serve what the consumers desire – both in the dairy and plant-based categories – and we believe that the JÖRD-brand and our natural oat drinks meet these expectations.
“The three plant-drinks are made with organic and Nordic ingredients and contain up to 50% more oat than current market leaders. Parameters, that have tested very well with the consumers,” Søndergaard said.
Initially, the plant-based drinks will be launched in Denmark, the UK and Sweden.
The oat drinks, which contain only organic ingredients from the Nordic region, will be produced at Arla’s site in Esbjerg, Denmark.