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 11,200 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 presence in markets as diverse as the US, Brazil, Saudi Arabia and China. 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 under license from Fonterra. International cheese brands include Castello, Puck, Apetina and Buko. The group sold its remaining non-dairy division, a fruit juice business in Scandinavia, in 2016. Peder Tuborgh is CEO, with Ake Hantoft - a dairy farmer himself in Sweden - as non-executive chairman. Revenues for 2017 were €10.3bn, of which almost a quarter came from the UK. The current group 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.
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Capsule checked 23rd February 2018
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.
Adbrands Weekly Update 26th Sep 2013: Wieden & Kennedy was awarded European creative for Arla's self-branded cheese and milk products, adding to its existing portfolio of the company's products, such as Lurpak and Cravendale in the UK.
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