Danish dairy cooperative, Arla, has launched a new brand for plant-based products as it enters the burgeoning market for the first time.
Initially, JÖRĐ will offer three oat-based drinks – Oat, Barley & Hemp – to consumers in Denmark, the UK and Sweden. Arla said that the drinks are made with organic Nordic ingredients and contain up to 50% more oat than current market leaders.
Moving forward, Arla said the brand will become an umbrella for an entire selection of plant-based food products.
“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,” said Hanne Søndergaard, Executive Vice President for Global Marketing and Innovation at Arla.
“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.”
Arla said that “milk will always be at the heart” of the business but added that plant-based products are “adjacent” to its existing product portfolio.
Moreover, the company aims to become a “significant player” within the plant-based market within the coming years.