Arla sets its sights on new growth areas

Arla Foods has said it will increase activity in a number of countries, as part of an “ambitious and challenging” global strategy announced yesterday (30 October).

The five-year strategy sets out five targets, which will see the company build on its position in Scandinavia and the UK. Those targets are:

1. Germany and Poland join Sweden, Denmark, UK and Finland as core markets, resulting in increased activity in those markets
2. Investment in product innovation will increase 100%, with focus on health and taste
3. Arla brands to be consolidated into three core brands: Castello, Lurpak and a new Arla brand. Anchor, Cravendale, Apetina and Lactofree continue to be priority brands for Arla Foods UK
4. Target to double whey protein sales
5. US, Russia and China designated as special growth markets and will account for a larger share of Arla’s investment budget

Arla Foods chief executive, Peder Tuborgh said the strategy was ambitious, but he was confident the targets could be met. “We cannot do everything in all markets. We must be extremely strong in some international markets – but not everywhere and not in all categories.”

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