Arla Foods UK launches new strategy to boost group-wide revenue

Arla Foods UK has unveiled a strategy to boost its group-wide revenue by almost one-third and make Arla a household brand by 2020.

The strategy will be led by Arla Foods UK managing director Tomas Pietrangeli and is part of the cooperative’s global growth plan.

Pietrangeli said: “We want Arla to be the name that people know, love and trust for dairy. We have developed a strategy that delivers clear consumer benefits by re-engaging them in the most innovative, unexpected, responsible and efficient way.

“Our overall objective will be to add value to our milk and in turn allow us to return the best possible price to our farmer owners.”

Under the strategy, the farmer-owned dairy cooperative will invest in Arla and Lurpak brands with an objective to make them among the top ten FMCG brands by 2020.

It also plans to invest in Castello3 to push it to the top place in premium cheddar and speciality cheese segments.

As part of its 2020 strategy, the dairy cooperative plans to increase revenue by at least 10% with the launch of new products in the market.

It also plans to allocate 25% towards digital marketing from its overall marketing budget.

The farmer-owned dairy cooperative plans to invest approximately £100m for promoting a series of new healthier dairy products.