ARLA Foods UK is repositioning its Arla Organic Farm Milk brand to highlight its free-range credentials to shoppers.
Following the launch of the brand earlier this year, Arla is renaming its organic milk Arla Organic Free Range Milk by redesigning labels to make the free-range claim.
The new packaging is being supported by TV advertising which shows the relationship between a dairy farmer and nature.
Tomas Pietrangeli, MD of Arla Foods UK, said: “We believe there is significant headroom to grow the organic milk category and make organic milk accessible to consumers.”
