Arla Jord Oat Drink 1L 5711953176609

Arla announces JÖRĐ re-launch

  • Arla’s plant based brand, JÖRĐ, will become an official Arla sub-brand, this month 
  • A packaging re-design will see the brand name become Arla JÖRĐ, as well as a new fortified recipe  

Arla Foods, the UK’s largest dairy cooperative, has today announced JÖRĐ will be re-launched to become Arla JÖRĐ. 

As part of this re-launch, the packaging design will be updated to feature the Arla brand, creating consistency with other Arla products such as Arla Cravendale and Arla LactoFREE. The brand will continue to focus on offering great tasting, nutritional products and as such, Arla JÖRĐ will now be fortified with vitamins D and B9, as well as being a source of fibre. 

Arla is already No.18 in The Grocer’s Top 100 Brands, and this move is in line with Arla's strategy to enhance brand awareness and inspire consumer choice.  

Commenting on the news, Stuart Ibberson, Arla brand & sustainability director, said: “Last year, we launched our first-ever Masterbrand TV advert as part of a strategic push, helping consumers connect Arla with its sub-brands. It’s our ambition to continue to build momentum behind the Arla brand and we are excited to be officially bringing JÖRĐ into the Arla family. 

“The reception amongst our research groups has been positive, as the re-launch strengthens the Arla brand in the eyes of shoppers and builds further trust in JÖRĐ. Dairy will always be at the heart of our cooperative business, but we are continuing to give shoppers the opportunity to make their plant based choices within the Arla brand.” 

The JÖRĐ brand has established itself as a strong contender in the plant based category, worth £7.9m, growing faster than the total oat based category and is listed in all major retailers*. 

The UK re-launch of Arla JÖRĐ will be supported with a marketing campaign over the coming weeks, with new packs instore and updated website, from 18 March. For more information on Arla JÖRĐ, visit

Contact Information

Fiona Lane

Notes to editors

*Based on NielsenIQ RMS data for the Milk category [as defined by Arla] for the 52-week period ending 30th December 2023 for Great Britain total retail market including discounters (Copyright © 2024, NielsenIQ).