Launched exactly a year ago, Arla B.O.B was recognised by the highly prestigious consumer survey on innovation. Product of the Year is the world’s largest consumer award for product innovation, voted for by over 11,600 people. Last year, Arla’s innovation was acknowledged with Arla Skyr winning the ‘Product of the Year 2016’ in the yogurt category.
Stuart Ibberson Category Director, Arla Foods UK, said: “This launch was almost unprecedented within the milk aisle and it has already become a popular choice for many consumers. Arla is a leader in driving value back in to the milk category through innovation with 2016 a particularly strong year with Arla Organic and Arla Farmers Milk also launched with more to come in 2017."
NFU dairy board chairman Michael Oakes said: "We’ve seen a number of brands launched over recent years – it’s good to see more differentiation in the milk aisles. We would encourage any new brands to focus on positive, constructive messaging that promotes the benefits of the products.
“The NFU has always called for more branding in the liquid milk aisles and a new brand of liquid milk is a positive development. Part of the focus of the brand is on fair milk contracts and connecting with British consumers, both of which are part of the NFU dairy board strategy.
“We ask that the public continues to buy British dairy products, look out for the Red Tractor logo and continue to back British farming.”