Stock Images. Photo: Fredrik Sandberg / TT and Pontus Lundahl / TT.
Sweden , Arla’s new initiative focuses on new, bubbly beverages based on milk products. The idea is to challenge the soda with new kinds of drinks on the shelves of the store. By 2020, they are buying home and taste.
Arla is aiming to create a competitor to soft drinks, through various new beverages based on milk, yoghurt or whey ingredients. It writes Arla in a press release.
A carbonated milk and fruit drinks, energy drinks and milk beverages with tea are some examples of the new, bubbly drinks will be available before 2020. The idea of the initiative is that Arla will triple its sales of beverages other than just white milk. In addition, the company wants to challenge the soda with healthier alternatives and have the ambition to do business in the beverage market, which includes more than “regular” milk.
On 1 October this year, operations will begin work on the new drinks.
the market for milk-based drinks is growing stronger, but so far mainly outside Europe. Arla wants to become the leading supplier of milk-based beverages in Northern Europe, and the new drinks will be developed together with the subsidiary Cocio.
– By approaching beverage market more strategically, we can double sales of fluid milk products and seize significant growth opportunities for Arla. With milk-based drinks brand, we can create more value for our owner-farmers, says Hanne Søndergaard, Executive Vice President of Marketing & amp; Innovation Arla in the press release.
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