ANNUAL REPORT 2015 MANAGEMENT REVIEW/OUR BUSINESS REVIEW 13 Grow the Arla® brand volume As a global dairy company, Arla is obliged to help people make healthier choices by offering nutritious products and inspiring good food habits. Spearheaded by the Arla® brand, our health strategy will be a growth driver in the years to come. In 2015, we completed the implementation of the new Arla® brand platform globally and achieved a volume driven revenue growth from the Arla® brand of 2.1 per cent corresponding to revenue of EUR 2.7 billion. Volume driven revenue growth of 2.1 per cent for the Arla® brand shows that our 25 per cent increase in marketing spend is paying off. This is, however, not fully achieving our ambition for the year in which we targeted growth of 3 - 5 per cent for the Arla® brand, but we have succeeded in building a solid foundation. HEALTH IS THE MAIN THEME FOR THE ARLA® BRAND The positioning of the Arla® brand is at the core of our vision. The brand is spearheading our intention ‘to bring health and inspiration to the world, naturally’. In 2015 natural health became the main theme for the Arla® brand and it is absolutely integral to its development. During the year, we have intensified our communication to consumers about the value of Arla® branded products in terms of natural ingredients, fewer artificial additives and sustainability from cow to consumer. We also consolidated our Arla® brand portfolio with a unified design and launched a variety of new products across markets, many supporting the strengthened health agenda, for example, low-fat, high-protein and less sugar. ARLA® BRAND PRODUCT LAUNCHES IN 2015 Arla’s innovation pipeline is very promising. In 2015, we have launched several new products. Arla® Big Milk is the UK’s first fresh milk enriched with essential nutrients to help support childrens’ growth and development. Fat-free, reduced sugar, high-protein Arla® skyr was launched in Germany, the UK and Denmark and Arla® Protein was launched in the UK. Fulfilling the growing demand for protein-rich food for breakfast and snacks, Arla® Yoghurt Quark was launched in Sweden. Arla® BIO pasture milk from organic farms where the cows, from spring to autumn, spend at least 120 days on pasture was launched in Germany. Arla Yoggi® Frozen, a low-fat frozen yogurt ice cream was launched in Denmark as part of Arla’s innovation strategy.
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