Arla, a Denmark based multinational dairy cooperative, has reportedly announced plans of entering the plant-based products market to meet consumer demands as well as to develop the category with unique flavor composition and natural products.

Arla would initially launch three oat-based drinks under its new brand, JÖRĐ, which is on its way to meet the demands of European consumers. In the future, JÖRĐ would be the umbrella brand for all plant-based food products.

Hanne Søndergaard, Executive VP, Global Marketing & Innovation, Arla, stated that several European customers are looking for plant-based products. With the company’s unique expertise and innovation power it would be natural for the company to enter the market, given that it is adjacent to the milk category.

Søndergaard further stated that the aim of the firm is to develop the category with a natural, Nordic range fitting into everyday life of the European consumers and is thrilled with this business opportunity.

With JÖRĐ, the company has created three oat drinks combining plant ingredients in brand new way to create different flavor compositions. All the three new oat drinks are natural and purely made with just four or five ingredients from the Nordic range. JÖRĐ Hemp has an oat base which balances with the subtle nuttiness of organic hemp, JÖRĐ Oat is an oat drink with a fresh as well as pure taste, and JÖRĐ Barley has a subtle sweetness from barley.

Milk would remain to be at the core of the company’s business and the main ingredient in most of its products. However, products that are plant-based are adjacent to Arla’s existing product range. Arla, being a prominent leader in the main European markets, seems to have taken the correct step to enter the category of plant-based products and is expected to add to the development of the industry with new flavors and products.

The company is also entering the market with a really strong ambition of becoming a significant market player in the coming years. Hanne Søndergaard, stated that three plant-drinks are purely made with Nordic and organic ingredients, containing up to 50% more amount of oat than any other current market players.

The plant-based drinks initially would be launched in Denmark, Sweden, and the U.K. The company would also look for opportunities to launch its brand JÖRĐ in other markets.

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