Arla Foods Launches Campaign for Cleaner Labels in Eastern Europe

The aim is to raise manufacturer awareness of the opportunities to produce appealing, all-natural dairy products using a milk-based solution from Arla Foods Ingredients.

Oct 5 2011 --- Natural, clean label products are gaining ground in Eastern Europe where consumers increasingly seek more value for money products with a healthier image. As an active player in the region, Arla Foods Ingredients has launched a campaign to help local dairy manufacturers grow their market share through the development of nutritional, additive-free yogurt and cheese.

The aim is to raise manufacturer awareness of the opportunities to produce appealing, all-natural dairy products using a milk-based solution from Arla Foods Ingredients.

Back to basics

“What we can see is that the 10-year cost-cutting tendency is giving way to a back-to-basics trend,” says Larissa Mariager, technical sales manager responsible for Eastern Europe.

“With our solutions, manufacturers can reduce or eliminate traditional additives and produce good quality, more natural yogurt and cheese – still at a reduced cost.”

Growing consumer awareness

Particularly the Russian food authorities have been urging consumers to read food product labels with a critical eye before purchasing – a recommendation that consumers have apparently taken on board.

In a 2010/2011 consumer survey, 68% of respondents stated that they now pay more attention to food labelling, with 20% claiming that they always read the label before buying food. More than 50% consider the content of additives, preservatives and artificial colours. Natural and safe food feature high on the list of consumer priorities, the survey concludes.