Arla Foods Consolidated Annual Report 2021
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Arla Foods Consolidated Annual Report 2021 / Our brands and commercial segments / Our global brands
OUR GLOBAL BRANDS
Our strategic global brands are at the heart of our business and they drive the majority of Arla's value creation.
In 2021, our brands did excellent, driving our overall branded volume growth to 4.5 per cent on top of the very
high 2020 growth, and the branded share of our revenue to a record high of 49.3 per cent. We also gained market
shares in key positions. All this while navigating the constantly evolving situation around Covid-19, fast-changing
consumer trends and delivery challenges across the globe.
Arla
Arla
Arla
Lacto
FREE
Lacto
FREE
WHOLE
NATURAL
MILK DRINK
MUTRIENTS
FREE FROM LETOGE
SEMI SKIMMED
MILK DRINK
ALL
NATURAL
DEST
NUTRIENTS
Contents
ARLA®
Arla® is our largest strategic brand based on revenue. It's an umbrella brand with diverse successful
sub-brands covering milk, yoghurt, cream, powder and cheese. Arla® is the market leader in dairy in
Denmark and Sweden, and has leading positions across the sub-brands in Germany, the Netherlands
and the UK. We are also present in the market outside Europe, with succesfull sub-brands such as Arla®
Dano in Soth East Asia and Western Africa. The brand's identity is built up around health and naturalness.
Lacto
FREE
SKIMMED
MILK DRINK
MATERAL
MUTRIENTS
TO DIGEST
FREE FROM LACT
Arla® performed strong across all markets
Our Arla brand performed well in a challenging year, drawing from,
and supporting our sustainability agenda by popularizing and
commercializing the results from our Climate Check programme,
and coming forth with more planet friendly packaging for our
organic milk in Denmark and the Lactofree range. The overall
branded volume growth was 4.4 per cent. From a geographic
point of view, the growth was driven by the UK, where Cravandale,
Lactofree and our organic line all grew ahead of the market.
Amongst the sub-brands, our Arla® Fill n' Fuel products led the
way, close to breaking EUR 100 million in revenue. In particular,
Arla® Protein grew volumes exceptionally fast, by 32 per cent. Our
repositioned Lactofree® products, did great, growing by 10.9 per
cent in total. Arla® Dano in Bangladesh grew volumes by 18.8 per
cent. The most important innovation of 2021 for Arla® was
Creamy Skyr, a thicker, creamier version of the market favourite.
Strategic branded volume
driven revenue growth
4.4%
2020: 3.0%
Revenue (EURM)
3,359
2020: 3,116
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