Arla Foods has launched ‘Arla Professional’ as the new brand name for its foodservice offering in the UK.
The new dairy range will see the company’s existing cheese foodservice brands fall under the Arla Professional banner – ‘Lockerbie’, produced at the Arla site in Scotland and the ‘Bladen’ brand. The range also includes butter and a variety of other cheese products.
The UK is the first Arla market to introduce Arla Professional and the group said the move to bring the Lockerbie and Bladen brands under the one banner is a significant step in the changing way the company reaches food and catering professionals. The launch will be supported by an integrated marketing campaign targeting professionals in the sector.
Tomas Pietrangeli, Managing Director of Arla UK, commented: “Now is the right time in the UK to step up our efforts into a relatively untapped area that provides significant growth opportunities that we need to capture. We hope the launch of Arla Professional changes the way the foodservice industry sees Arla, presenting one clear brand whilst continuing the strong reputation of quality they associated with the Lockerbie and Bladen names.”
Kai Gyllström, global head of Arla Foodservice, added: “The UK is a pilot market for the Arla Professional brand and part of a bigger foodservice plan. The plan will capitalise on the strong positions we have in other markets to become even stronger in the markets with growth potential including the UK. Growing foodservice will provide a more significant contribution to utilising our significant milk pool and add further value to our owner’s milk.”