Arla puts faith in Minimilk to boost consumption levels
DENMARK –, Arla Foods is introducing a low fat, organic semi-skimmed milk onto the Danish market. It is the first time the company has launched an organic version of a brand ahead of a standard product.
Minimilk contains 0.5% fat –, placing it between skimmed milk (0.1% fat) and semi-skimmed milk (1.5%) –, yet still retains an authentic milky taste, says Arla.
Karsten Jeppeson, Minimilk product manager, said: “Although consumers are now opting for low fat milk, increasing numbers, particularly among young people, have stopped drinking milk altogether because they think skimmed milk lacks flavour.”
Arla believes that market potential for such a product is high in Denmark as almost one in every four litres of milk sold is organic.
Minimilk will be marketed under the Harmonie brand and will be available in Danish stores from mid-February.
