Arla Foods launches Icelandic style super yogurt into UK market
Arla Foods, the farmer-owned dairy company, is today launching Arla® Skyr into the UK market, in the next stage of the company’s expansion into the yogurt category. It is the first yogurt launched by the company following the launch of Arla Protein, a quark product launched into the category in January 2015.
Icelanders have traditionally enjoyed the nutritious benefit of Skyr (pronounced 'Skee-er') as part of their daily diet. It is a fat free, reduced sugar and high protein Icelandic style yogurt containing 30 per cent less sugar when compared with similar products in the market place.
The launch of Arla Skyr in the UK means consumers can now benefit from a nutritious and natural product that our Scandinavian neighbours have enjoyed for centuries.
The launch is part of Arla’s ambitious plans to make Arla a leading household brand name in the UK over the coming years. Arla will be launching further innovative products as well as range extensions across the dairy portfolio supported by significant above and below-the-line marketing campaigns. Arla sees a particular opportunity with launching products to compete within the yogurt category, with the UK yogurt market having seen value growth in recent years[1].
Arla Skyr is available in 450g pots in three flavour variants; Simply Natural, Mixed with Strawberry or Mixed with Honey and in 150g pots in five flavour variants; Simply Natural, Layered with Nordic Sour Cherry, Layered with Strawberry, Layered with Apple & Lingonberry and Layered with Nordic Mixed Berries. 150g pots will be priced at 85p and 450g at £1.69.
Stuart Ibberson, Category Director, Arla Foods UK, commented:
“Following fast on the heels of Arla Protein, we are excited to be launching our first Icelandic style yogurt in the UK. It is a healthy and delicious tasting yogurt and we feel that consumers will really value its healthy and nutritional credentials making it the first ‘super yogurt.’ It’s high in protein, is fat free, has 30 per cent less sugar than similar products and it tastes fantastic!”
“Icelanders are known for their unique diets and healthy lifestyles and Skyr plays a central role in this. It’s an important opportunity for us to attract active health seekers into the category, including young professionals and those aged 55 plus."
“This is the second big new product launch that we’ve brought to the UK market under the Arla name. Entering the yogurt category is enabling us to strengthen our position as the leading dairy company in the UK and customers and consumers can look forward to more big product news coming from Arla soon.”
Arla Skyr is available in Asda now with other major multiples launching from 11th May. The launch will be supported by a heavyweight marketing campaign that will include TV, digital and press advertising, plus a sampling and an experiential campaign that will enable consumers to experience a taste of Iceland.
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Notes to editors
About Skyr
Skyr is a fermented dairy product, originating from Iceland, where it has been produced for more than a thousand years. Skyr is carefully strained to create a delicious, silky texture which is low in fat and sugar, but high in protein.
[1]Total yogurt expenditure in the UK increased by 1.6% between March 2013 and March 2014 to £1.7 billion according to Kantar Worldpanel.
About Arla Foods
Arla Foods is a global dairy company and co-operative owned by 13,500 dairy farmers nearly 3,000 of whom are British.
Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s sixth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 19,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor, Cravendale, and Lactofree. As well as being number one in fresh liquid milk, butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a turnover of £2.3 billion and has a team of approximately 3,474 colleagues located at its dairies, distribution centres and head office.