Arla Foods has launched a new breakfast campaign in line of its £100m commitment to encourage healthy eating habits among consumers in the UK.
The dairy co-operative through a series of campaigns and initiatives aims at growing its revenue by nearly a third by 2020.
According to Arla Foods UK managing director Tomas Pietrangeli, the campaign is part of the company’s new strategy for growth and it wants to educate customers on the benefits of dairy products.
Recently, Arla Foods revealed its plans of taking its UK brand value to £400m by 2020.
Named as ‘Choose Goodness’, the online campaign is led by TV chef Gizzi Erskine. It encourages Britons to upgrade their breakfast by introducing more variety.
For the initiative, Gizzi has come up with seven recipes which cover the entire week. The campaign asks the citizens to combine their breakfast routine with more dairy products wherever possible.
Arla says that the campaign has reached out to around three million people across various social media sites.
Pietrangeli said: “Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits.
“The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”
Headquartered in Denmark, the company has global operations in 11 nations and sells its organic dairy products in more than 100 countries. Its UK division Arla Foods UK was launched only last year.