Arla Foods announces global strategy

Source: Food and Drink Digital

Date :30/10/2008 16:36:33

Arla Foods has announced its global strategy, October 30, in which the UK will continue to play a ‘fundamental role’ it said.

The five year strategy, which comprises five main elements, builds on Arla’s strong positions in Scandinavia and the UK and its strong brands.

The company has said it will add Germany and Poland to its core markets while investment in product innovation will increase 100 percent. It will also consolidate its brands into three strong global brands: Castello, Lurpak and a new Arla brand.

A new target has been set to double sales of whey protein globally as part of the strategy. The US, Russian and Chinese markets have been designated as special growth markets and will account for a larger share of Arla’s investment budget.

Peder Tuborgh, CEO of Arla Foods, said of the plans: “The strategy focuses on what we excel at and on markets where we are, or can be, leaders.”