Arla Foods 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 agenda.
Arla Foods 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 agenda, it said.The company says that the launch of Arla Organic Milk in the UAE 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 we are responding to this consumer demand with the first of many organic product launches in the region. As the world’s leading producer of organic dairy products, we look forward to introducing more Middle Eastern consumers to our organic range by adding Arla Organic to our existing portfolio in the region,” said Rasmus Malmbak Kjeldsen, senior vice president of Arla’s operations in the Middle East and North Africa.Being both international and multi-cultural, UAE is typically a first-mover country in the region when it comes to consumer trends, according to Arla, and it is where Arla first spotted the organic trend in the region.“We have noted a general trend towards organic especially in the fruit and vegetables category. Now we are seeing this unfold into dedicated organic shops, cafés and restaurants. By launching Arla Organic milk in 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,” said Kjeldsen.Presently Arla says it is best known in the Middle East for non-organic dairy products under brands such as Lurpak, Castello and particularly Puck, which it claims has become a household staple. Fronting the Arla brand on products like organic milk and Arla Protein milk drink will build the dairy company’s presence even further, the company believes.