Arla has killed off its Arla Jörđ oat milk brand from UK retail following a “strategic shift” by the company.
The plant-based alternative – Arla’s first venture into the category – was launched by the dairy co-op in 2020.
The brand name references Nordic mythology, with Jörđ known as a goddess and the mother of Thor. Arla said it had developed the product in a bid to capitalise on the rapid growth of the plant-based market and flexitarian diets, with Jörđ offering “an alternative to the free-from fixture that tastes great but without any preservatives”.
However, the launch and Arla’s move into the alt-dairy space was met by a mixed reception from farmers.
Arla then relaunched the range in February last year as Arla Jörd, under its Arla masterbrand, and with new packaging and a reformulated recipe to strengthen the brand in the eyes of shoppers, the supplier said.
“Dairy will always be at the heart of our co-operative business, but we are continuing to give shoppers the opportunity to make their plant-based choices within the Arla brand,” said Arla brand and sustainability director Stuart Ibberson at the time.
But despite the revamp, according to NIQ data [52 w/e 18 September] for The Grocer’s Top Products survey, Arla Jörđ’s sales declined last year by 13.5% to £5.5m, with volumes falling by 11.6%. By comparison, rivals Alpro and Oatly saw sales climb by 1.9% and 1.3% respectively to £157.2m and £121.8m.
“As a co-operative, we are constantly looking for ways to drive the greatest value for our farmer owners, and we have made the decision to make a strategic shift and refocus the Arla Jörđ product range for the foodservice channel,” said a spokesperson from the supplier.
“This means that we will no longer offer Arla Jörđ as a retail product in the UK.” The brand is also reported to have been delisted from supermarkets in Arla’s markets in Scandinavia.
Analysis of Assosia retailer data by The Grocer has revealed the range has already been removed from many retailer shelves, with only Morrisons, Ocado and Amazon Fresh still showing the item as in stock.
Sainsbury’s, Asda and Tesco, all of which had the range in stock in the past six weeks, are now showing items as unavailable.
Arla’s move into plant-based with Jörđ was followed by the launch of Lurpak Plant last summer.
The product had received “positive reviews from both our customers and shoppers” , Arla director of BSM Holly Murray told The Grocer in November.
“We are seeing rate of sale continuing to build, and our customers are supportive by offering high levels of distribution,” she added. “We will be continuing to support the product launch with TV, out of home and social and digital adverts, with more to come in 2025.”
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