The commitment, unveiled as part of the dairy cooperative’s new strategy to grow revenue by nearly a third by 2020, will see a series of campaigns and initiatives launched to encourage healthier food choices and highlight the nutritional qualities of dairy products.
The Choose Goodness campaign, fronted by TV chef Gizzi Erskine, encourages Brits to upgrade and add more variety into their breakfasts. It challenges people to commit to ‘Seven Great Days’ of nutritional, protein-rich breakfasts. Erskine has created seven recipes, one for each day of the week, to encourage Brits to mix-up their breakfast routine and add more dairy where possible.
Most important meal of the day
The campaign follows research by Arla which found that 82% of Brits usually ate the same thing every morning, even though a majority (51%) recognised that breakfast was the most important meal of the day.
Arla will back up the initiative with an online campaign that will see the website act as an online hub for consumers, providing information and advice on how to serve and eat breakfast properly. This will also be supported with a social media campaign, which will encourage Brits to share their breakfast choices using #choosegoodness.
Arla has also linked up with five food and lifestyle bloggers and influencers from around the country to add their own recipes to the Choose Goodness breakfast menu.
Tomas Pietrangeli, Arla Foods UK, md, said: “As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible.
“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.”
Arla Foods is a global dairy company and cooperative owned by 12,700 dairy farmers, around 2,700 of whom are British.
Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor, Cravendale, and Lactofree with a turnover of €2.9bn.
As well as being a leading supplier of fresh milk, and number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer.