Danish company Arla Foods has announced plans to enter the plant-based market with its new brand Jörđ.
Hanne Søndergaard, executive vice-president for global marketing and innovation in Arla, commented, "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."
The New Range
The company has developed oats drinks in three variants - Jörđ Oat, Jörđ Barley and Jörđ Hemp, which it plans to launch in Denmark, the United Kingdom, and Sweden.
The drinks combine four to five natural ingredients in an innovative way to create products with unique flavours.
Jörđ Oat has a fresh and pure taste, while the barley drink combines the mild sweet taste of barley with oats, the company explained.
The oat-based hemp drink is characterised by the subtle nuttiness of organic hemp.
"The three plant-based drinks are made with organic and Nordic ingredients and contain up to 50% more oat than current market leaders," Søndergaard added.
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
