Arla Foods launches branded organic milk in the Middle East

By Laura Mullan
Arla Foods has launched its first branded organic milk in the Middle East, as part of its bid to become the number one organic brand in the Middle East...

Arla Foods has launched its first branded organic milk in the Middle East, as part of its bid to become the number one organic brand in the Middle East and North Africa by 2020.

Arla also has plans to expand into Saudi Arabia and Kuwait in 2018.

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“We see a growing appetite for organic products in the Middle East, and we are responding to this consumer demand with the first of many organic product launches in the region,” said Rasmus Malmbak Kjeldsen, senior vice president of Arla’s operations in the Middle East and North Africa.

“As the world’s leading producer of organic dairy products, we look forward to introducing more Middle Eastern consumers to our organic range by adding Arla Organic to our existing portfolio in the region.”

Being both international and multicultural, UAE is often at the forefront in the region when it comes to changing consumer changes, according to the company, and it is where Arla first spotted the growing organic trend in the region.

“We have noted a general trend towards organic, especially in the fruit and vegetable category.

Now we are seeing this unfold into dedicated organic shops, cafés and restaurants,” says Kjeldsen.

“By launching Arla Organic milk in UAE first, we look to tap into this growing trend and gather crucial information about organic consumers, which we can utilise as we enter neighbouring markets,” said Kjeldsen.

Arla is best known in the Middle East for its non-organic dairy products under brands such as Lurpak, Castello and Puck.

By expanding its portfolio into organic milk and protein milk drinks, Arla hopes to build the company’s presence further.

Based in Viby, Denmark, Arla Foods is an international cooperative and the largest producer of dairy products in Scandinavia

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