Arla launches breakfast campaign

24 Aug 2016

Arla Foods UK has launched a major new breakfast campaign as part of its £100 million commitment to support healthier eating among consumers.

Arla launches breakfast campaign

Arla Foods UK has launched a major new breakfast campaign as part of its £100 million commitment to support healthier eating among consumers.

The commitment, unveiled as part of the dairy cooperative’s new strategy to grow revenue by nearly a third by 2020, will see a series of campaigns and initiatives launched to encourage healthier food choices and highlight the nutritional qualities of dairy products.

The Choose Goodness campaign, fronted by TV chef Gizzi Erskine, encourages Britons to upgrade the most important meal of the day, through adding more variety into their breakfast repertoire. Erskine has created seven recipes, one for each day of the week, to encourage Brits to mix-up their breakfast routine and add more diary where possible.

The campaign follows research by Arla which found that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognise that breakfast is the most important meal of the day. This is why Choose Goodness challenges people to commit to ‘Seven Great Days’ of nutritional, protein-rich breakfasts, inspired by Erskine and including a range of Arla dairy ingredients.

A further commitment in Strategy 2020 is to devote a quarter of marketing spend to digital, with Choose Goodness a key example of how Arla says it is bringing this to life. The online campaign sees the website act as an online hub for consumers – to get inspiration and advice on how to do breakfast properly. This is being supported with a comprehensive social media campaign, which encourages Brits to share their own seven great days of breakfast using #choosegoodness to win a range of breakfast prizes.

In addition, Arla has linked up with five food and lifestyle bloggers and influencers from around the country to add their own recipes to the growing Choose Goodness breakfast menu. The campaign has been performing well online, Arla says, reaching some 3 million people to date through Twitter, Facebook and Instagram.

“As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible,” said Tomas Pietrangeli, Arla Foods UK managing director. “Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits. The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”

Related tags

Dairy

Related news

Parmesan partnership to put ‘blockchain ready’ digital chip on all cheese wheels

Parmesan partnership to put ‘blockchain ready’ digital chip on all cheese wheels

29 Jun 2022

A new line of food-safe and secure digital labels on each Parmigiano Reggiano cheese wheel will deliver previously unseen levels of traceability, product control, and quality assurance, says the Consorzio del Parmigiano Reggiano (CFPR).

Read more 
Dairy butter carbon footprint is 3.5 times larger than plant-based spreads, says Upfield

Dairy butter carbon footprint is 3.5 times larger than plant-based spreads, says Upfield

25 Apr 2022

Plant-based margarine manufacturer Upfield says its spreads have a 70% smaller carbon footprint, require half the amount of water and use two-thirds less land across the product cycle when compared to conventional butter, according to a life cycle...

Read more 
China leads the global boom for probiotics

China leads the global boom for probiotics

30 Mar 2022

Probiotics are experiencing a boom in global demand - particularly in China - as consumers look for functional ingredients in food and drink products that can improve their health. 

Read more 
Butter is Better: Keto is driving resurgence as a premium product

Butter is Better: Keto is driving resurgence as a premium product

11 Feb 2022

After years of being shunned as an ingredient, fat is back thanks in large part to the popularity of the keto diet. The market for keto products is growing steadily with the global value of this category forecast to reach $15.6 billion by 2027, accordi...

Read more 
Oats growing in popularity, winning awards and consumer favour

Oats growing in popularity, winning awards and consumer favour

10 Feb 2022

Oats have transformed from a breakfast ingredient to an increasingly common plant-based option, appearing in a multitude of applications.

Read more 
Chobani debuts plant-based coffee creamer

Chobani debuts plant-based coffee creamer

21 Jan 2022

After two years of producing dairy- and oat-based coffee creamers, Chobani is branching into plant-based coffee pairing options with the debut of Chobani Plant-Based Coffee Creamers. These creamers come in four flavors: Caramel Macchiato, Chocolate Haz...

Read more 
Animal-free dairy company raises $120M for commercialization

Animal-free dairy company raises $120M for commercialization

18 Jan 2022

Israeli animal-free dairy company Remilk raised $120 million in a Series B funding round led by Hanaco Ventures with participation from a number of other investors, including Impossible Foods backer CPT Capital, plant-based protein company Just, Yofix,...

Read more 
Chobani Sales surge as it moves closer to IPO

Chobani Sales surge as it moves closer to IPO

26 Nov 2021

Greek yogurt company Chobani saw its sales hit $1.2 billion as of Sept. 25 this year. That is only $200 million short of what the company recorded for all of 2020, when its sales rose 5.2% to $1.4 billion last year, according to a filing with the Secur...

Read more 
Cell-cultured dairy company maker TurtleTree closes $30M in Series A

Cell-cultured dairy company maker TurtleTree closes $30M in Series A

8 Nov 2021

Singapore’s TurtleTree successfully closed a $30 million Series A funding round led by Verso Capital. This investment is one of the largest rounds to date in Asia’s cell-based food sector and brings TurtleTree’s total investment figure to $40 million.

Read more 
EU approves protein ingredient from Eat Just

EU approves protein ingredient from Eat Just

25 Oct 2021

Eat Just, the company behind the mung bean-based Just Egg, received approval from the European Food Safety Authority (EFSA) stating that its novel mung bean protein used in its egg substitute is safe for consumption. It is the first novel legume protei...

Read more