Arla Foods is now the world's 4th largest milk processor by intake, having developed a wide international footprint through the acquisition of local competitors. Headquartered in Denmark, it is a co-op jointly owned by around 9,400 dairy farmers across seven European countries. Its biggest single market by sales is the UK where it acquired the former Express Dairies business in 2003. A merger with Milk Link in 2012 made it the country's biggest dairy processor, and a similar substantial merger was negotiated in Germany. The group has also established a foothold in markets as diverse as the US, West Africa, Saudi Arabia and China. (It secured rights to market Kraft cheese in the Middle East in 2019). For now, though, Europe is still its main sphere of activity. Arla's most important product is fresh milk, accounting for just under half of sales, much of it supplied to supermarkets on an own-label basis, or packaged under the Arla name or other brands including Cravendale and Lactofree in the UK. The group also produces cheese, butter, powdered milk and other products. Its biggest international brand is Lurpak, the #1 branded spread in several countries including the UK, where it also markets the Anchor brand (the local #2 brand) under license from Fonterra. (In the UK, Lurpak and Anchor dominate the local spreads sector with sales of £92m and £32m respectively in ye 2020, more than all the other branded competitors combined). Arla's international cheese brands include Castello, Puck, Apetina and Buko, and it also holds the license to make and market all Starbucks ready-to-drink beverages across the EMEA region. The group sold its remaining non-dairy division, a fruit juice business in Scandinavia, in 2016. Peder Tuborgh is CEO. Revenues for 2020 were €10.6bn, of which €2.7bn came from the UK. It is the UK's single biggest dairy producer, just ahead of Muller. Group net profit for 2020 was €352m. The current business was formed in 1999 from the merger of two separate co-ops in Scandinavia, MD Foods of Denmark and the original Arla of Sweden. Both associations trace their roots back to the 1880s. The "Lur", in Lurpak, is an ancient form of trumpet found mostly in Denmark. It was established in 1888 as the main quality mark for all the country's exported butter.
Capsule checked 11th January 2022
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Marketer Moves 15th Feb 2022: New VP marketing for Germany at Arla Foods. See Marketer Moves (members only).
Adbrands Social Media 1st May 2019: "The Café". Engine delivers quite a different vibe for Arla UK's second-string butter brand Anchor from the one we're used to for big sister Lurpak (handled by Wieden & Kennedy of course). It's just as entertaining and imaginative, though; replacing Lurpak's slightly posher cuisinary approach with the jolly rough and tumble of your local caff, as befits those two brands' respective price points. Some great digitally enhanced gags too.
Adbrands Weekly Update 7th Jun 2018: Ads Of The Week "Master Food in a Hurry". Wieden & Kennedy London is still working wonders for Lurpak a decade after winning that business. Here's the latest, which continues that vigorously cinematic, lusciously shot series in a slightly new direction, swiping to the right as it were through a series of mouth-watering vignettes. And is that actor Rutger Hauer back on the team to deliver the voiceover in his uniquely velvety tones? The resulting film is, as always, very very tasty.
Adbrands Social Media 8th May 2018: "Arla Fibre". No one does quirky quite like Wieden & Kennedy London. Here's a typically oddball campaign to launch Arla Foods' new Arla Fibre yoghurt, which saves you having to stuff yourself with branflakes because they're already included in finely powdered form to help, um, "regulate your digestion". Stylistically it's very much in keeping with W&K's sadly missed campaigns for Finish dishwasher detergent, full of unusual faces, bizarre ideas and offbeat art direction. We love it!
Adbrands Weekly Update 23rd Apr 2015: Ads Of The Week "The Messenger". It's been a ridiculously productive week for Wieden & Kennedy London, with three superb ads in the space of seven days. However, since we try to spread the love around when it comes to the Ads of the Week Final Four, we'll have to redirect you to our Facebook page for the fine ads for Lurpak and Trebor Mints. But here's the best of all, a delightful tale of a small Icelandic town's extremely busy messenger, powered by Arla's Skyr yoghurt. Spectacular photography and a lovely little story. Marvellous.
Adbrands Weekly Update 3rd Apr 2014: Ads of the Week: "Adventure Awaits". We open with an absolute stunner from Wieden & Kennedy London for longtime client Lurpak. Just when you thought the agency had exhausted the possibilities of this particular campaign they come right back and hit us with an absolute gem, voiced as always by the silken tones of Rutger Hauer. Gorgeous photography, fabulous concept, tasty all round! And we can't tell you what a hard time we had omitting W&K London's other new campaign this week, a Tim Burtonesque fairytale for Cravendale milk starring new brand mascot Barry Biscuit Boy. We insist you come and have a look at it on our Facebook page.
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