Arla Foods UK has launched a new scheme for its branded milk that displays the brand’s quality and sustainability assurance from farmers.
Named Arla CARE, the new scheme will be an “industry-leading” requirement for all of its farmer owners producing milk for the Cravendale, BOB and Big Milk brands.
The dairy producer said that all farmers under the programme will be required to meet the existing standards which cover criteria around improving animal health and welfare outcomes, as well as biodiversity.
The milk will carry a new on-pack logo that signposts the scheme and will be rolling out in major retailers later this month.
It is also being supported by a major £3m marketing campaign, which includes TV and out of home adverts.
The news follows the announcement of the brand launching a new sustainability incentive earlier this month, as it looks to its farmers to help reach the on-farm emission reduction target in 2030.
According to research conducted by Arla Foods, 2,000 shoppers last year revealed that 87% of dairy consumers cared about animal welfare, with 78% saying they were concerned about the environmental impact of their food.
“We know provenance is becoming increasingly important for consumers when making their food choices,” Arla director of agriculture Paul Savage said.
He added: “By introducing some of our highest welfare standards onto our branded milk ranges, we can provide shoppers with the knowledge that it’s been produced with welfare and nature at the heart.
“Our farmers have been committed to accelerating their sustainability journey for a number of years and it’s that commitment and hard work that means we can bring these higher standards to our added value milk that has care in every step.”
