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Arla introduces new brand and plant-based products

The Company will launch three oat drinks under the new brand, Jörd

Arla has decided to enter the market for plant-based products to meet consumer demand and to develop the category with natural products and unique flavor compositions.

Arla – one of the world’s largest dairy cooperatives – is now entering the market for plant-based products. The company is ready with three oat-drinks introduced under the new brand, JÖRD, that is now on its way to European consumers to meet their demand. Arla has leveraged its knowledge and expertise within food to develop the category with new and exciting flavors. And in the future, Jörd will be the umbrella brand for an entire selection of plant-based food products. “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. 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,” says Hanne Søndergaard, Executive Vice President for Global Marketing and Innovation in Arla. With Jörd Arla has created three oat drinks that combine plant ingredients in a brand-new way to create unique flavour compositions. The three oat drinks are natural and pure made with only four or five ingredients from the Nordic nature. Jörd Oat is a pure oat drink with a fresh and pure taste, Jörd Barley has a delicate sweetness from barley, and Jörd Hemp has an oat base balanced with the subtle nuttiness of organic hemp.

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EFA News - European Food Agency