Arla Foods is to expand its successful Finnish brand, Ihana, into new markets with the premium yogurt range launching the UK this week and in Denmark this spring. Meaning ‘wonderful’ in Finnish, Ihana was launched through an extensive brand launch in 2016 in Finland with an iconic new design.
“Finland is very innovative when it comes to the dairy industry and has previously seen trends travel across markets to benefit Arla’s growth. Our successful protein range began as a Finnish initiative born out of consumer trends and we have seen that become one of Arla’s most successful brands, so we certainly have the same aspirations for Ihana,” commented Betina Karvinen, Brand and Category manager at Arla Foods.
Made with natural ingredients and lactose-free, Ihana taps into key trends that fit with consumers’ lifestyles, said the firm in a statement. Offering authentic yogurts that provide an indulgent treat with a thick and creamy texture, the products come with Arla’s farmer owned credentials and made with the best possible ingredients, it added.
In the UK, the launch of the Ihana range marks the next step in Arla’s ambition to expand its offering across the different sub-categories within yogurts.
James Quayle, Brand Manager for Arla yogurts UK, said: “The role of the Ihana brand is to offer something new and different to the existing options within the luxury yogurts market, primarily driven by the “sorbet style” inspired flavours such as pink lemonade. This is based on the insight that consumers are looking for flavour inspiration and new eating experiences within yogurts.
“Arla’s ambition is to role the range out across the UK retail market over the course of 2018-2019 and a view to expanding the number of variants in line with the other market offerings once the brand is established.”