Cravendale in ready-to-drink format
The latest addition to Arla's Cravendale family will give the snacks market its best shot.
The new sized Cravendale, which was launched in January, comes in a handy 284ml bottle and will be available in the sandwich and soft drinks fridges of retailers nationwide.
The new ready-to-drink format has called for a change in approach for the company, said Thryth Jarvis, senior brand manager for Cravendale, who added: "The time has come where we have to think and act like a drinks manufacturer, rather than just a dairy company.
"It is a challenge because its not our heartland, but in 10 years time it is estimated that snacking will account for 70 per cent of all eating occasions, so it's an area we are keen to exploit."
Until now, there have only been flavoured, UHT and sterilised milk drinks in a drink-on-the-go format.
"It seems obvious, but no one has launched branded, fresh, natural milk in this area and it is a niche that Cravendale is perfectly suited to," added Thryth.
The target audience is lunchtime shoppers who grab a sandwich and a drink on the go, but it will also be available in the milk aisle, where it is hoped regular Cravendale shoppers will add it to their shopping baskets.
It is being produced at Stourton dairy and is the latest project for the Cravendale team.
Following the launch of regular Cravendale 284ml, Cravendale Hint Of Wild Strawberry and Vanilla variants are planned for the spring.
Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.
Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.
Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.