Arla is bringing its heritage in milk production and follow-on formula to parents with a new range of baby products into the UK. The dairy co-operative is aiming to build on the success already seen in Denmark and China by extending the Arla Baby & Me Organic brand which will include porridge and pouches, with the launch also seeing Arla step up its digital ambitions with the UK’s first direct to consumer offering.
Baby&Me Organic brings Arla Foods’ heritage in dairy produce to the formula category in the UK for the first time. The farmer owned co-operative which is the biggest producer of organic milk in the world, has been producing follow on formula for over 30 years, with its milk production history spanning over 130 years.
Supported by a full marketing launch that seeks to build an emotional connection with parents, the UK launch will see a market first for Arla as Baby&Me products are sold via online platforms through a direct to consumer (DtC) model. As Arla looks to increase its presence across digital channels, Baby&Me will be available from the Arla Foods UK website and Amazon Marketplace. The new channel approach will allow Arla to engage directly with consumers, provide a convenient shopping solution and maximise sales through ecommerce.
Steve Millard, head of ecommerce and digital at Arla Foods UK, comments, “Ecommerce is one of the fastest growing sales platforms in Arla’s global business so our aim is to build a platform for DTC that can be scaled across markets and alternate categories. This will allow us to leverage the growth opportunities within ecommerce and take advantage of the opportunities that the online marketplace present to ultimately grow the brand and provide Arla with another channel for driving both sales and a direct connection with the consumer.”
The digital first approach enables Arla to offer consumers a convenient solution for formula milk and baby foods within the Baby&Me Organic range and means they can simply order at home and have the products delivered directly, Using a third party selling model, Baby&Me infant formula will be available to purchase with home delivery from Arla’s UK website or Amazon Marketplace.
"We have big ambitions for our ecommerce model globally at Arla and see the launch of the UK direct to consumer platform as another step to increasing our digital offering,” concludes Millard.