How to milk growth opportunities in dairy

Owned by over 10 000 farmers, Arla Foods is a leading international dairy company and the world’s largest manufacturer of organic products like Anchor®, Cravendale® and Lurpak®, amongst others. Too many others, in fact.

Arla Foods wanted to know how to win in the dairy category with as many brands as possible, but as few as necessary. They wanted a more competitive and efficient offer under one strong brand identity. Our expertise in category and brand portfolio mapping, sizing and brand building gave clarity on where the biggest growth would come. And how.

The Arla Food map is being rolled out across many countries fuelling the innovation pipeline and portfolio decisions.


Challenging and passionate people Added Value feel like an extension of our own team, a fantastic combination of research and thinking. Added Value have made a real difference to Arla over the last 12 months, and given us a framework that will help us globalise our business.

Senior Vice President, Global Categories and Brands, Arla