Dairy giant Arla Foods has launched its first branded organic product to expand its milk offerings in the UK.
Branded as the Arla Organic Farm Milk, which comes in 2-litre semi-skimmed and whole milk formats, has a price tag of £1.75.
It has been rolled out in Tesco stores and will be followed up by a broader distribution from January 2017.
The launch of the organic milk product is part of Arla’s 2020 vision of becoming a household name. It will be backed by a comprehensive marketing campaign in 2017, said the dairy company.
Arla Foods UK managing director Tomas Pietrangeli said: “It’s a significant milestone in our growth agenda and enables us to start telling and showcasing our organic story. As the category is on the rise, we see lots of potential for us to drive more value into the milk category.”
Arla said that the organic farm milk product is unhomogenised and will mark the return of the cream top.
The dairy company said that to make the product stand out from its competitors, a layer of cream will be added at the top of each bottles to attract shoppers to try fresh milk in a different manner.
Arla farmer owner and Arla UK organic committee chair Shirley Preston said: "The launch of Arla Organic Farm Milk demonstrates Arla's commitment to organic, and is a great boost to Arla’s organic dairy farmers. We look forward to continued growth in the category and further product launches in the UK, helping organic to become more accessible to everyone."
The organic farm milk product is certified by the Soil Association, a UK based organic certification body that promotes sustainable food, faming and land use.
Last month, Arla launched Arla Quark soft cheese products in three flavours three varieties – Plain, Cherry Tomato & Basil and Garlic & Herb.