Getting big in UK with Arla’s Big Milk

Arla Foods in the UK has unveiled Arla Big Milk, the UK’s first fresh milk enriched with essential nutrients to help support children’s growth and development as part of their balanced diet and healthy lifestyle.

It has been developed to specifically meet the needs of children from ages one to five, and is made with 100% British whole cows’ milk finely filtered. It also includes calcium, added vitamin D, iron and added vitamin A. The creation of Arla Big Milk is part of Arla’s strategy to support British farmers by developing innovative products to add value to the milk category, the company says. It follows the recent launch of Arla Protein and Arla Skyr into the UK market; all three products reflect the company’s aim to make Arla a UK household name brand and dial-up the inherent naturalness of dairy.

Stuart Ibberson, category director, Arla, says “This is a truly innovative fresh milk product and we developed it after identifying a gap in the market to support parents making the switch to fresh cows’ milk as well as working with a range of experts.Being owned by farmers, it’s also important that we make the most from their milk.”

Arla Big Milk is now available in leading supermarkets in a two-litre format with an RSP of £2.25 (€3.13) and will be supported with an ntegrated marketing campaign that is specifically targeted at parents of toddlers with a campaign strapline ‘Let ‘Em Go Big’.

The campaign will include print advertising, in-store promotions, working with industry experts and commentators and a partnership with Mumsnet, the UK’s biggest network for mums as well as a dedicated digital and social media campaign.

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