
Danish dairy giant Arla has launched 3 oat-based drinks to mark its entry into the growing dairy alternative market.
Leveraging its knowledge and expertise within the industry, Arla- the largest dairy processor in Scandinavia has launched a new brand JÖRĐ which the company will develop to offer an entire selection of plant-based food products in the near future.
For now, JÖRĐ will offer three new oat-based drinks that are “natural and pure made with only four or five ingredients from the Nordic region.”
While JÖRĐ Oat is a pure oat drink with a fresh and pure taste, JÖRĐ Barley has a delicate sweetness from organic barley, and JÖRĐ Hemp has an oat base balanced with the subtle nuttiness of organic hemp.
The Denmark based company added that “the oat-drinks contain up to 50 percent more oat compared to competing products.”
Arla announced the drinks would launch in Denmark, the U.K., and Sweden, initially to meet growing consumer demand in the region.
“More and more European consumers are looking towards plant-based products. And we know that consumers are enjoying dairy and plant-based drinks side by side,” said Hanne Søndergaard, Executive Vice President for Arla’s Global Marketing and Innovation, in a statement.
“We are committed to deliver in the plant-based category. We have the willingness and the capability to serve what the consumers desire – both in the dairy and plant-based categories.”
‘Too great to resist’
Søndergaard added the company was looking at becoming a significant market player in the coming years with their exclusive plant-based line up as they “have the willingness and the capability to serve what the consumers desire-both in the dairy and plant-based categories.”
However, GlobalData food analyst Andy Coyne said the multinational dairy cooperative has only entered the market because it could no longer afford to ignore the burgeoning trend.
“Arla Foods’ newly-announced move into the plant-based dairy category begs the question of why it has taken the Denmark-based cooperative so long to wake up and smell the oat milk,” he said.
“Only getting involved now in such a fast-moving category as dairy alternatives suggests a certain reluctance on Arla’s part to move away from its traditional dairy product range.
“Not that being a late adopter means it will be unsuccessful, of course. But the fact that it has made the move suggests that the appeal of the category was too great for it to resist any longer.
The fact that dairy alternatives have become a fast-moving category is corroborated by Mintel’s report released last year, which highlighted that the average person’s milk consumption in the UK dropped about 50% since the 1950s and with more people opting for plant-based milk, sales for oat milk surged more than 70%. Sales of coconut milk rose 16% and almond milk increased 10% over the same period.
Share this news to support the growing trend of new vegan product launches.
Lifestyle
Vegan culture, food, beauty & more
Gordon Ramsay Ditches Vegan Hate and Backs Flora’s Plant-Based Butter in New ‘Skip the Cow’ Campaign
- Totally Vegan Buzz Team
- 28th January 2025
Celebrity chef Gordon Ramsay, once infamous for his digs at vegans, has taken a sharp turn in the kitchen. Ramsay has teamed up with Flora, the famous UK-based spread brand, as its global ambassador, marking a bold new chapter in Flora’s “Skip the Cow” campaign. Flora, established in 1964, has long been a household name …
The Top 10 Vegan-Friendly Places in Latin America
- Totally Vegan Buzz Team
- 27th January 2025
Latin America is experiencing an extraordinary rise in plant-based dining options. A new study, spearheaded by Veganuary in partnership with the food discovery platform HappyCow, reveals that Latin America now boasts over 10,000 vegan, vegetarian, and vegan-friendly restaurants—an impressive 21.6% jump compared to last year. Brazil takes the crown as the number one country, with …
Continue reading “The Top 10 Vegan-Friendly Places in Latin America”
VEGAN MEMES
NEED A LAUGH?
QUIZZES
All the quizzes you love to binge!
QUIZ: If you score 11/12 on this quiz, you’re a verified vegan food expert
- Marlon Farrugia
- 10th January 2020
How much vegan knowledge do you have stored away? Do you have to Google your way through a shopping trip, or do you have all the bad E-numbers memorised? Find out now with this quiz. [wpViralQuiz id=27203]
QUIZ: What is your perfect Vegan Halloween Costume?
- Marlon Farrugia
- 13th October 2019
Spook Season approaches. There will be ghosts, goblins, ghouls, and glucose. You need a costume, and you want to it to show off your personality, which means VEGAN. But what to choose? Take our quiz to find out your perfect outfit. [wpViralQuiz id=33494]
QUIZ: What kind of vegetable are you?
- Marlon Farrugia
- 26th September 2019
“If you were a vegetable, what kind would you be?” A question that has tormented humanity throughout the ages – until now. [wpViralQuiz id=31281] Read: QUIZ: If you score 19/20 on THIS quiz, you’re a Vegan God