Arla introduces clear milk caps and Masterbrand campaign

Leading dairy cooperative Arla Foods has announced that it will transition to clear milk caps from this month.

Arla’s coloured milk caps are recyclable, but currently the coloured caps cannot be recycled back into food grade packaging. The introduction of clear caps will enable the retention of the material for reuse within the food sector, further enabling the circular packaging economy.

The clear caps will also be made with at least 30 per cent recycled material (rHDPE), mirroring the 30 per cent recycled content of the bottle.

“We are continuously exploring new ways to reduce our climate impact from our packaging material and are pleased to confirm we will be introducing clear caps across our milk portfolio from early June 2023, which will see nearly 1,000 tonnes of food grade plastic being retained in the circular system,” Catriona Mantle, head of milk, organic and yogurt at Arla, said.

Arla is striving towards having 100 per cent recyclable packaging across its entire branded product range by 2025 and using zero per cent  fossil fuel based plastic by 2030.

Masterbrand campaign

Earlier this month, Arla, has launched its first-ever original TV campaign in the UK featuring its farmer owners, as it sets to build brand awareness and inspire consumer confidence in the overarching Arla Masterbrand.

The launch of Arla’s first-ever TV advert is a part of a strategic push, which aims to help consumers connect Arla with its sub-brands, including Arla Cravendale, Arla Lactofree, Arla Protein and Arla Skyr.

The advert, ‘The Chain’, draws on the connection from Arla’s 2,053 farmer-owners to its consumers – linking together the journey from farm to fridge. This refreshed shift in communications not only drives consumer meaning but builds equity and transparency within the Masterbrand.

“At Arla, we are a brand inspired by community and belonging and therefore believe that when people eat well, they feel good and that builds a positive confidence to embrace life. This all starts with the farmers who make our dairy – which is why we’ve placed them at the heart of our first ever TV campaign,” Rachel Campbell, Arla brand and sustainability director, said.

“We are so excited to be launching our Masterbrand campaign here in the UK, as we aim to build Arla as the most recognisable dairy brand that fuels our consumers with inner strength day after day – in turn empowering a positive way of feeling-good and living life.”