Arla launches branded organic milk in Middle East
The launch of Arla Organic Milk in the UAE forms part of the farmer-owned company’s ambitious business strategy, which is to become the number one organic dairy brand in the Middle East and North Africa by 2020.
Arla also has plans to expand into Saudi Arabia and Kuwait in 2018.
Being both international and multi-cultural, UAE is typically a first-mover country in the region when it comes to consumer trends and it is where Arla first spotted the organic trend in the region.
Presently Arla is best known in the Middle East for non-organic dairy products under global brands such as Lurpak, Castello and particularly Puck, which has become a household staple.
Fronting the Arla brand on products like organic milk and Arla Protein milk drink will build the dairy company’s presence even further. ■