DENMARK – Arla Foods, one of the world’s largest dairy cooperatives based in Denmark, has entered the dairy alternative market to meet the increasing number of consumers are looking for plant-based products.

Arla is initially launching three oat drinks under a new brand called JÖRĐ, an umbrella brand for 100% plant-based products, and plans to expand the brand to provide an entire selection of plant-based food products.

The Danish dairy processor says that it has leveraged its knowledge and expertise within food to develop the category with new and exciting flavors.

Arla’s oat drinks will be available in three fomats; Oat, Oat & Barley and Oat & Hemp. According to the company, the oat drinks are produced with organic ingredients at Arla’s production site in Esbjerg, Denmark, and are solely based on raw ingredients that grow in the Nordic region.

Arla says that oat-drinks contain up to 50% more oat compared to competing products. Initially, the plant-based drinks will be launched in Denmark, the United Kingdom and Sweden. The company is also investigating the opportunities to launch JÖRĐ in other markets as well.

“More and more European consumers are looking towards plant-based products. And we know that consumers are enjoying dairy and plant-based drinks side by side,” says Hanne Søndergaard, EVP for Global Marketing and Innovation in Arla.

“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.”

As a category leader in the core European markets, Arla claims that it is “natural” for the company to enter the plant-based products category and contribute to the development of it with new products and flavors.

The company enters the market with a strong ambition to become a significant player within the coming years.

“At Arla, we are committed to deliver in the plant-based category,” says Hanne Søndergaard.

“We have the willingness and the capability to serve what the consumers desire – both in the dairy and plant-based categories – and we believe that the JÖRĐ-brand and our natural oat drinks meet these expectations.

“The three plant-drinks are made with organic and Nordic ingredients and contain up to 50 percent more oat than current market leaders. Parameters, that have tested very well with the consumers.”