admin Arla, a dairy cooperative, has recently entered the plant-based food supply market as a reply to the growing demands in the sector.
Arla is to launch JÖRD which will be the big brand to cover all the plant-based products. The early plan of Arla is to launch three oat drink by the name JÖRD Oat, JÖRD Barley and JÖRD Hemp.
Hanne Søndergaard holds the position of vice president for global marketing and innovation at Arla cooperative says that they are trying to fulfil the demands coming from the European nations for non-dairy based products and plant-based products. The sales of other plant-based products have aligned strategies of other food industry companies to go forward with plant-based products.
Hanne Søndergaard said, “With our unique expertise and innovation power it is natural for us to enter this market, which is adjacent to the milk category. We aim to develop the category with a natural, Nordic range that fits into the everyday life of the European consumers and we see this as an exciting business opportunity.”
The top people from the company mentioned that they are want to leaders in the plant-based food producers in the coming years.
They will continue to provide dairy based products while working on promoting plan-based products.
Søndergaard, while explaining how their dairy alternates are better said that, “The three plant-drinks are made with organic and Nordic ingredients and contain up to 50% more oat than current market leaders. Parameters, that have tested very well with the consumers.”
For now, the plant-based drink will only be sold in Denmark, the UK and Sweden which later will be sold in other parts of Europe as per the results of the product. Esbjerg, Denmark is the place where oat drinks are supposed to be produced with the organic components.
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