Arla introduces plant based drinks under new brand JÖRD

Arla Foods has announced its entry into the plant based drinks sector with the launch of a new brand, JÖRD.

The new brand will initially offer three organic, oat based products: Oat; Oat & Barley and Oat & Hemp.

“You wouldn’t expect a company owned by dairy farmers to move into plant-based, but we do not consider plant based drinks to be substitutes for milk. Many people consuming plant-based drinks also include milk and other dairy products in their diets,” commented Ash Amirahmadi, managing director of Arla Foods UK.

The new products will be available in the UK later this year, after an initial roll out in Denmark.

While Oat is an organic oat drink with a fresh and pure taste, the other two variants have fresh oat base complimented organic barley and hemp respectively. Made from all natural ingredients from the Nordic countryside, the drinks contain only natural sugar and no additives, preservatives, stabilisers or gums.

“As food choices become increasingly diverse and experimental, it’s a business opportunity for farmers but one that also aligns with our belief that foods made only from natural ingredients are always better,” Amirahmadi said.