Arla Foods expands premium yogurt offerings to European markets
13 Jul 2018 --- Arla Foods is set to expand its Finnish brand, Ihana, into new markets. The premium yogurt range was launched in Denmark this spring and makes its debut in the UK this week. Made with natural ingredients, Ihana taps into key trends that fit with European consumer lifestyles and provides an authentic and indulgent treat with a thick and creamy texture.
Meaning “wonderful” in Finnish, Ihana was launched in Finland in 2016. In the UK, the launch of the Ihana range marks the next step in Arla’s ambition to expand its offerings across the different sub-categories within the indulgent yogurt category.
Indulgence is one of the few areas in growth within the yogurt category as consumers look for something new and different. With its range of unique sorbet-style flavor combinations such as pink lemonade and papaya and lime, the bold flavor creations, striking packaging and dessert-style approach to yogurts ensure it is positioned to offer retailers unique products and shoppers an abundance of choice.
Carina Østergaard, Communication Officer, Arla Foods amba, tells FoodIngredientsFirst: “We are experiencing a tendency in which yogurt is not reserved for the breakfast table in the same way it has been in the past. It is increasingly about all the good yogurt can do in those moments where you want something delicious and sweet, such as in the afternoon or evening. That is why we are tapping into the dessert-yogurts space.”
“We would like Ihana to offer something new and different, and to be an alternative to other desserts and snacks,” Østergaard continues. “There are plans to move even further into the dessert area to create further gradual growth in the yogurt category and make more consumers eat yogurt on different occasions. Arla expects to expand its range in 2019 with the launch of more innovative products, including new tastes.”
“Tastes do differ from market to market,” she claims. “In Denmark, we have launched three taste varieties: Mango/chili (150g) blood orange/ginger (150g) and raspberry/pomegranate/cinnamon (400g).”
Betina Karvinen, Brand and Category Manager at Arla Foods, also comments: “Finland is very innovative when it comes to the dairy industry and has previously seen trends travel across markets to benefit Arla’s growth. Our successful protein range began as a Finnish initiative born out of consumer trends and we have seen that become one of Arla’s most successful brands, so we certainly have the same aspirations for Ihana.”
“Being able to rollout successful brands into new markets and share innovation with other countries is a key focus for Arla as part of its ongoing strategy and growth,” notes Karvinen.
Expansion and growth in yogurts is an integral part of Arla’s Good Growth strategy. With Ihana packaging being shared across markets and the teams becoming more collaborative, sharing success stories across borders is going to play a crucial role in Arla’s future development, according to the company.
In addition to the new market rollouts, product innovation will also continue as the brand looks to move even further away from the breakfast associations of yogurt. Having just launched a lemon pie variant in Finland, there are further plans to move into a range of dessert-style products with the aim of adding incremental growth to the category and engage more consumers in enjoying yogurt for multiple occasions.
James Quayle, Brand Manager for Arla yogurts UK, states: “The role of the Ihana brand is to offer something new and different to the existing options within the luxury yogurts market, primarily driven by the ‘sorbet style’ inspired flavors such as pink lemonade. This is based on the insight that consumers are looking for flavor inspiration and new eating experiences within yogurts. Arla’s ambition is to roll out the range out across the UK retail market between 2018 and 2019 and a view to expanding the number of variants in line with the other market offerings once the brand is established.”
By Elizabeth Green
