Arla milk packaging voted cream of the crop

Arla Foods has demonstrated why it continues to be the UK's leading dairy company after winning Product of the Year 2008 in the milk category for its Arla branded milk packaging voted for by more than 12,000 consumers.

The packaging which was given a facelift in 2007 aimed to be simple delivering one clear message, standing out on shelf.

The decision by Arla to innovate its packaging followed on the back of a survey that concluded that over 90 per cent of people in the UK were unaware of the true fat content of a pint of milk. The redesigned labels indicate the true fat content of milk in large graphics giving the design a much welcome clutter-free facelift.

The milk packaging was rolled out to convenience stores nationwide and feedback has been very positive, as Arun Prabhu, Arla Foods senior innovation brand manager, explains: "In the current climate of obesity concerns we felt that it was important to highlight to our customers exactly how nutritious a glass of milk can be.

"Our research shows that typically customers spend around two to three seconds at the milk fixture instore, shopping mainly by the colour of the bottle top. Because they spend little time choosing their milk variant this often leads to huge misconceptions over the fat levels in milk.

"The revitalised packaging tells our customers exactly what they are buying in a clear and concise way. The Farm Standards logo also stands out which assures our consumers that the milk they are buying is British," added Arun.

The Product of the Year Awards endorse quality and innovative products which are short listed by a field of experts involved in food manufacturing and marketing before being voted for by over 12,000 consumers. The logo is recognised by consumers as being a hallmark for quality and Arla intends to use the logo on its own branded milk in the future.

Source: Arla Foods