Plant based brand JÖRĐ to become Arla sub-brand

Leading dairy cooperative Arla Foods said its plant based brand JÖRĐ will be re-launched to become Arla JÖRĐ.

As part of this re-launch, the packaging design will be updated to feature the Arla brand, creating consistency with other Arla products such as Arla Cravendale and Arla LactoFREE.

The brand will continue to focus on offering great tasting, nutritional products and as such, Arla JÖRĐ will now be fortified with vitamins D and B9, as well as being a source of fibre.

“Last year, we launched our first-ever Masterbrand TV advert as part of a strategic push, helping consumers connect Arla with its sub-brands. It’s our ambition to continue to build momentum behind the Arla brand and we are excited to be officially bringing JÖRĐ into the Arla family,” Stuart Ibberson, Arla brand & sustainability director, said.

“The reception amongst our research groups has been positive, as the re-launch strengthens the Arla brand in the eyes of shoppers and builds further trust in JÖRĐ. Dairy will always be at the heart of our cooperative business, but we are continuing to give shoppers the opportunity to make their plant based choices within the Arla brand.”

The JÖRĐ brand has established itself as a strong contender in the plant based category, worth £7.9m, growing faster than the total oat based category.

The UK re-launch of Arla JÖRĐ will be supported with a marketing campaign over the coming weeks, with new packs in-store and updated website, from March 18.