Arla Foods UK to launch Baby&Me Organic range

Global dairy co-operative Arla Foods UK is set to launch its Baby & Me Organic brand, which will include porridge and pouches.

Arla Foods has also launched a direct-to-consumer (DTC) online service for UK customers.

Arla Foods UK e-commerce and digital head Steve Millard said: “E-commerce is one of the fastest growing sales platforms in Arla’s global business, so our aim is to build a platform for DTC that can be scaled across markets and alternate categories.

“This will allow us to leverage the growth opportunities within e-commerce and take advantage of the opportunities that the online marketplace presents to ultimately grow the brand and provide Arla with another channel for driving both sales and a direct connection with the consumer.”

The company intends to offer its customers a convenient solution for formula milk and baby foods within the Baby&Me Organic range.

Consumers will now have the option to purchase Baby&Me Organic range online to be delivered directly to their address.

Baby&Me Organic range will be available on the company’s UK website and Amazon Marketplace.

Prior to the UK launch, the dairy co-operative launched the range in Denmark and China.

Millard further added: “We have big ambitions for our e-commerce model globally at Arla and see the launch of the UK direct-to-consumer platform as another step to increasing our digital offering.”