Arla Foods Consolidated Annual Report 2021

31 Arla Foods Consolidated Annual Report 2021 / Our brands and commercial segments / Our global brands OUR GLOBAL BRANDS / CONTINUED CASTELLO Coy Blue AUTO & CA Contents III Strategic branded volume driven revenue growth 6.1% 2020: 3.5% CASTELLO Creamy White Revenue (EURM) 192 2020:172 STARBUCKST Starbucks TMs essence is to inspire and nurture the human spirit - one person and one cup at a time. Arla has a long-term licence agreement to produce, market and sell StarbucksTM ready-to-drink products in Europe and MEA for over ten year now. Starbucks™ is a key driver for growth in EMEA, with multiple market-leading positions. Starbucks™ reached 250 million units sold Our Starbucks™ ready-to-drink coffee assortment, now available in 51 countries in the EMEA region delivered 33.8 per cent volume growth, reaching 250 million units sold, and gained more than 3 percentage points market share compared to 2020. The growth was largely driven by the improved distribution in nearly all markets, availability in additional channels, like convenience stores, and the brands success in the UK, where Starbucks TM reached EUR 117,5 million in retail value. Innovation is also key to StarbuckTM's success, which was demonstrated this year by the successful launches of the Triple shot and the seasonal offers. CASTELLOⓇ CastelloⓇ is our specialty cheese brand with a strong legacy of creating indulgent sensations, dating back to 1893. Our strongest market positions are in Denmark and Sweden, where Castello® is a tradtional, yet constantly renewing cheese brand. CastelloⓇ also has a strong presence as a challanger brand in US, Australia and Canada. CastelloⓇ built on their excellent performance during the pandemic In 2021, CastelloⓇ managed to build on the historic growth experienced in 2020 on the back of the home cooking trend, and achieved 6.1 per cent volume growth on top of that. CastelloⓇ's recipe for success in 2021 was to get into recipes, to reposition specialty cheese from the cheeseboard to an exciting ingredient for cooking. Our new, digital marketing strategy focused on inspiring consumers through various channels from online recipe collection to Instagram accounts to cook with Castello cheeses. These campaigns engaged consumers and proved to be more efficient, and cheaper than previous ways of advertising. The US, Sweden and Denmark did exceptionally well, with 21.6, 8.3 and 8.8 per cent volume growth, respectively. Strategic branded volume driven revenue growth 33.8% 2020: 27.3% STARBUCKS CAFFÈ LATTE Chilled Coffee Bold espresso Creamy milk

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