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 / CONTINUED
LURPAKⓇ
LurpakⓇ is one of our oldest
brand which just turned 120
years old in 2021. It's the
leading butter and spreadable
brand in Denmark, the UK,
and MENA with constantly
strengthening positions
across all our key markets.
LurpakⓇ, sold in 95 countries,
is a key driver of our competi-
tive advantage against our
peers
MOLIN
Strategic branded volume
driven revenue growth
0.5%
2020:13.7%
Revenue (EURM)
646
2020: 628
LurpakⓇ gained market share
Our emblematic butter brand, LurpakⓇ, lived up to its now
120-years old reputation in 2021 as well. We managed to
further gain market share in our biggest markets the UK and
Denmark. Overall, LurpakⓇ's volume growth ended up at 0.5
per cent year on year, due to the exceptionally high growth in
2020, driven mostly by the trend of home cooking during
Covid-19 lockdowns. LurpakⓇ came close to repeating the
historical success of 2020 in Denmark and MENA, but lost
volume in the UK, where the growth in 2020 was also the
highest. One exemption from the overall trend was the
Netherlands, where LurpakⓇ doubled volumes between 2019
and 2021, due to significant new efforts in advertising the
brand to Dutch consumers. Notably, LurpakⓇ experienced
volume growth compared to 2019 across all markets.
Contents
III
PUCKⓇ
Puck is the number one
spreadable cheese brand in
MENA. Besides spreadable
cheese, Puck® has also strong
positions in other categories,
such as shredded mozzarella
and all purpose cream. The
brand is focused on bringing
mealtime joy and inspiration
to families in the Middle East.
Another strong year for PuckⓇ in MENA
PuckⓇ, our loved dairy brand and household staple in MENA
reached record market shares and became the number one
spreadable cheese brand across the region. PuckⓇ mamanged
to maintain the exceptionally high volumes of 2020, which
shows the brand's ability to adapt to the changing environ-
ment and connect with families in a meaningful way. However,
PuckⓇ's revenue declined to EUR 382 million from EUR 403
million last year, due to exchange rates effects. As a break-
through innovation, PuckⓇ launched a range of sweet,
milk-based ambient spreads bolstering the brand's foothold
outside the chilled dairy aisle. Another significant achievement
has been consolidating production from several sites into our
site in Bahrain for improved efficiency and speed to market.
Puck
Light
Strategic branded volume
driven revenue growth
2.7%
2020: 9.9%
Revenue (EURM)
383
2020:403View entire presentation