Arla Foods is taking its filtered milk brand, Cravendale, into the convenience soft drinks aisle with the launch of its 250ml bottle.
Catering for those looking to consume milk on the go, Arla said the 250ml bottles offer a new and convenient way for milk-lovers to enjoy the “pure, refreshing taste” of Cravendale.
Arla said it objective has been to grow through product innovation with its new Arla brand underpinning its focus on healthy and natural. Arla revealed that branded products have outperformed the group’s expectations by achieving volume driven growth of 5.2%. This includes Arla Big Milk, Arla skyr and Arla Protein – the latter two marking the business’s entry into the UK yogurt category. It also recently launched Arla Best of Both – a fat-free milk that tastes like semi-skimmed.
Jenna Heinz, brand manager at Arla Cravendale said: “Milk is widely recognised as being part of a balanced diet, and with consumers demanding greater on-the-go drink options we are responding with the launch of Arla Cravendale 250ml; a healthier, natural option to fizzy drinks and juices. People can be surprised at how pure and refreshing milk tastes, and now they can enjoy it alone as a refreshing beverage, rather than just on cereal or in tea. We have very loyal Arla Cravendale drinkers and for them this product is perfect.”
The Co-op will stock the semi-skimmed 250ml bottles of Cravendale.