Dairy brand expands into the plant based market
ARLA Foods, the firm behind dairy brand Lurpak, has launched the first ever plant-based variant for the Lurpak range into the UK market.
Set to launch on 21 August, the new Lurpak Plant Based offers an innovative new addition to the Lurpak range and offers more consumers than ever to pick up products from the brand.
The new launch makes up part of Arla’s wider growth strategy, the firm said, as it aims to strengthen its brands across key markets in the UK and around the globe.
As such, the firm has responded to the rising demand for more dairy alternatives here in the UK with this new launch and, with its place as a leading dairy brand in the UK, Arla reckons the new Lurpak Plant Based will add value to both retailers and consumers.
Peter Giørtz-Carlsen, executive vice president and chief operating officer at Arla Foods, said: “As a farmer-owned cooperative, dairy is and always will be, at the heart of Arla. But in order to strengthen the position of our brands and attract new consumers, we have to innovate.
“We believe there is room for both dairy and non-dairy in a healthy, sustainable diet and our new innovation in plant-based allows us to offer our shoppers that choice within our brand portfolio.
“The plant based dairy category is growing and the launch of Lurpak Plant Based gives us the opportunity to bring the quality and taste of Lurpak to consumers.
“This ultimately ensures we continue driving growth across our portfolio and creating value that goes back to our farmer owners.”
