Arla Foods Withdraws Jörd Alt-Milk Brand from UK Retail Market

Danish dairy giant Arla Foods has confirmed the withdrawal of its Jörd alt-milk brand from UK retail outlets, marking a strategic shift for the cooperative. First established in 2020 as Arla's initial venture into the plant-based product realm, the Jörd line was a bold move by a company owned by dairy farmers. The launch met with controversy, as Arla's leadership had previously shown resistance to the burgeoning plant-based market.

In a statement to Just Food, Arla Foods expressed their intent to re-strategize, stating: "As a cooperative, 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 Jörd product range for the foodservice channel. This means that we will no longer offer Arla Jörd as a retail product in the UK." The company did not disclose further details regarding the decision but highlighted the competitive nature of the plant-based category as a backdrop to their actions.

While Jörd products will no longer be available in major UK supermarkets like Tesco, Asda, and Sainsbury's, a Barista version designed for the foodservice sector will continue to be available, albeit not under the Jörd branding.

The move comes amid fluctuating revenues for Arla, with the company reporting €6.6 billion in revenue for the first half of 2024, a 6.5% decrease year-on-year, while EBITDA improved from €399 million to €512 million.

Despite the UK withdrawal, the Arla Jörd brand will still retain a retail and foodservice presence across Denmark, Sweden, and the Netherlands, enabling Arla to continue tapping into the growing demand for plant-based products in these key markets.