One of Europe’s biggest dairy farmers cooperatives is jumping on the plant-based wagon.
Arla Foods is introducing a line of oat drinks to meet consumer demand for vegan alternatives.
The products will be available under a new brand named JÖRD.
The line features three drinks: Oat, Oat & Barley and Oat & Hemp.
The products are made with organic ingredients and contain up to 50% more oats than current market leaders, the company said. They contain only natural sugar and no additives, preservatives, stabilisers or gums.
The drinks will first be available for sale in Denmark, the U.K. and Sweden.
Arla says it may expand plant-based products range and sell in more markets in the future.
“You wouldn’t expect a company owned by dairy farmers to move into plant-based, but we do not consider plant-based drinks to be substitutes for milk. Many people consuming plant-based drinks also include milk and other dairy products in their diets,” commented Ash Amirahmadi, managing director of Arla Foods UK.
“As food choices become increasingly diverse and experimental, it’s a business opportunity for farmers but one that also aligns with our belief that foods made only from natural ingredients are always better,” Amirahmadi said.