Arla Organic Milk is now available in leading retailers across the UAE
It’s not surprising if you have’nt heard of Arla Foods, but look carefully at that packet of Lurpak butter or that jar of Puck – and that’s the name behind these household brands.
And now, Arla Foods, the world’s largest producer of organic dairy products, has launched its first branded organic milk in the Middle East, the company’s biggest strategic growth market outside Europe, marking a significant milestone in its growth plans.
The launch of Arla organic milk here forms part of the farmer-owned company’s ambitious business strategy, which is to become the number one organic dairy brand in the Middle East and North Africa by 2020. Arla also has plans to expand into Saudi Arabia and Kuwait in 2018.
“We see a growing appetite for organic products in the Middle East, and are responding to this consumer demand with the first of many organic product launches in the region,” said Rasmus Malmbak Kjeldsen, senior vice president of Arla’s regional operations.
“We have noted a trend towards organic, especially in fruit and vegetables. Now we are seeing this unfold into dedicated organic shops, cafés and restaurants. By launching Arla Organic milk in the UAE first, we look to tap into this growing trend and gather crucial information about organic consumers, which we can utilise as we enter neighbouring markets,” added Kjeldsen.
In celebration of the launch of the milk, and to coincide with World School Milk Day, Arla recently hosted an interactive pop-up farm event in Dubai, offering primary school children a unique opportunity to learn more about organic farming.
During the event, Ann-Camilla Kjaempe, Category Director for Arla Foods MENA, told The Great Food Club that Arla is wholly committed to sustainable practices. For example, since 2005, Arla’s total climate impact has apparently decreased by 12.4 per cent – despite increased production.
A key point in the company’s regional strategy is price. “Arla’s vision is to make organic products more accessible for consumers in the MENA region. Arla organic milk is one of the more affordable organic milks currently available in the UAE. The RRP is AED2 for 200ml and AED9 for a litre, but prices may vary across retailers,” said the Categhory Director. “Our aim as the world’s biggest organic dairy producer is to meet the modern consumer’s demands, champion organic and help make organic products accessible and affordable for all,” she declared.