The Arla Master Brand Takes Over in Japan 

19/10/06 A motley collection of Arla Foods’ cheese brands in Japan is to be replaced by the red Arla Master Brand. The transition has already begun and is expected to be completed during the spring of 2007. The initiative is in keeping with the strategy of drastically reducing the number of different brands.

Recent years have seen the launch of Apetina, Finello and Buko – renowned brands in other parts of the world – in Japan. But a number of smaller brands – exclusively sold in Japan – remain. These will now be gathered under the red Arla Master Brand.

”We want to strengthen our position in Japan. This means that we have to examine our strategy and adopt a clearer approach in our marketing,” says Jannie Illum Andersen, Product Manager in Arla Foods

The transition began last summer when Dofo, the brand for blue, camembert, brie and, especially, cream cheese in 50g packs (see picture), was given a new design with the red Arla trademark.

”Although the familiar Dofo logo has disappeared, and the image on the pack is completely new, we have managed to maintain our volumes,” says Jannie Illum Andersen.

One important reason for the successful switch is that Arla Foods has assumed greater marketing control. Previously, marketing was more dependent on initiatives taken by the various importers.

”We have so far implemented two marketing campaigns and a third has been planned for November and December. These are impressive in-store promotions with strong focus on the red Arla brand. The demonstrators, who promote our products in the stores, wear teeshirts, aprons and caps carrying our logo,” says Jannie Illum Andersen.

Despite the advances in retail sales, Arla Foods’ main customers in Japan are still found in the food industry and food service. Arla Foods’ total production of cheese for Japan totalled approx. 8,000 tons in the 2004/05 financial year, including cheese produced by Arla Foods on behalf of other companies.