Arla launches organic Baby&Me brand in the UK

European dairy cooperative Arla is aiming to build on the success already seen in Denmark and China by extending its Baby&Me Organic brand into the UK market.

The farmer owned co-operative, which is the biggest producer of organic milk in the world, has been making follow-on formula for over 30 years, and its milk production history spans 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 (D2C) 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.

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 D2C 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.”

“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.