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Jord Organic Chilled Oat & Hemp Drink 1 L

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About this deal

The new brand – first reported by The Grocer last summer – will go on sale exclusively in Sainsbury’s from 21 September in standard Oat, Oat & Barley and Oat & Hemp variants. In recent years, an increasing number of consumers are looking for plant-based products, and the trend is set to continue. Therefore, Arla has decided to enter the market for plant-based products to meet consumer demand and to develop the category with natural products and unique flavor compositions. Initially, Arla will launch three oat drinks under the new brand, JÖRĐ, an umbrella brand for 100 per cent plant-based products.

The UK is Arla’s second global market to launch the brand after it went on sale in Denmark – where the drinks are made – in May. The brand name references Nordic mythology, with Jörd known as a goddess and the mother of Thor. In an interview with The Grocer in March, Arla’s UK MD Ash Amirahmadi said plant-based had “captured the imagination of people looking for different tastes and flavours”, and aligned with the principles driving Arla’s strategic branded growth agenda. 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. With our unique expertise and innovation power it is natural for us to enter this market, which is adjacent to the milk category. We aim to develop the category with a natural, Nordic range that fits into the everyday life of the European consumers and we see this as an exciting business opportunity,” Milk will always be at the heart of Arla’s business and the key ingredient in the vast majority of the products. However, plant-based products are adjacent to the company’s existing product portfolio. And as a category leader in the core European markets, it is natural for Arla to enter this category and contribute to the development of it with new products and flavors. verifyErrors }}{{ message }}{{ /verifyErrors }}{{

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With about 11 million shoppers buying plant-based and dairy in the same basket [Kantar, August 2020] it’s not about choosing – both can be enjoyed.”

The company enters the market with a strong ambition to become a significant player within the coming years. Arla – one of the world’s largest dairy cooperatives – is now entering the market for plant-based products. The company is ready with three oat-drinks introduced under the new brand, JÖRĐ, that is now on its way to European consumers to meet their demand. Arla has leveraged its knowledge and expertise within food to develop the category with new and exciting flavors. And in the future, JÖRĐ will be the umbrella brand for an entire selection of plant-based food products.

With JÖRĐ Arla has created three oat drinks that combine plant ingredients in a brand-new way to create unique flavour compositions. The three oat drinks are natural and pure made with only four or five ingredients from the Nordic nature. JÖRĐ Oat is a pure oat drink with a fresh and pure taste, JÖRĐ Barley has a delicate sweetness from barley, and JÖRĐ Hemp has an oat base balanced with the subtle nuttiness of organic hemp. In a healthy diet we believe there’s a role for both dairy and plant-based and we’re increasingly seeing this in fridges across the UK,” said Arla senior category and brand manager Verity Richardson. At Arla, 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 – and we believe that the JÖRĐ-brand and our natural oat drinks meet these expectations. The three plant-drinks are made with organic and Nordic ingredients and contain up to 50 percent more oat than current market leaders. Parameters, that have tested very well with the consumers,” says Hanne Søndergaard. Arla said the new product was designed to target the flexitarian segment, but stressed it should complement dairy, rather than replace it

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