Arla Foods Strategy 2015

We want to be the best dairy company for the more than 250 million consumers in Northern Europe/UK through three global brands: Arla®, Lurpak® and Castello®. We want to be world market leader in value added whey proteins.

Objectives for our markets

• Core markets: The UK, Denmark, Sweden, Finland, Germany and the Netherlands. The objectives on our core markets is to build strong positions within liquid milk as well as a full range of dairy products for the retail sector.

• Growth markets: Russia, Poland, US, China and Middle East and North Africa. Focus is on investing in a sustainable platform for growth, the full roll-out of category leadership positions and boosting growth through merger and acquisitions.  These markets will also be tasked with setting up a local plan for the global brands Lurpak® and Castello®.

• Value markets: Canada, Spain, Greece, Brazil, Norway and export markets. Our focus is on maximizing profits and moving milk from bulk to value added products, full-roll out of category leadership positions and further develop through potential partners with shared interests.
   

Three global brands

We have three strong brands, Arla®, Lurpak® and Castello®, which we will grow on a global basis. The three brands will cover virtually all our products and create a strong impact on consumers across the world. Arla® is also the corporate brand. Our slogan “Closer to Nature” underlines our commitment to naturalness, responsibility and sustainability. Three global brands

Worlds leading supplier of whey proteins

Our ambition is to become the world’s leading supplier of whey proteins through innovation, research and acquisitions. We possess unique skills in this highly specialised market where food manufacturers all over the world constitute our customer base. Our value added whey proteins are used in ice-cream, yoghurt, infant formula, food supplements for athletes and the infirm, bakery products and a number of other food products. Read more on www.arlafoodsingredients.com

Efficiency and value creation

We are intent on maintaining our focus on improvement and efficiency throughout the company as we grow our business. Consequently, we are committed to growth through economy of scale, acquisitions, value creation and innovation, both in our way of working and in our product range.