DAIRY REACHES NEW HEIGHTS
With innovation as the focus, Arla Unika and Firstmove engaged in collaboration in 2013. The goal was to develop a new strategic platform to define the future dairy products and distribution of Arla Unika. This platform was afterwards brought to practice to position and communicate the Arla Unika products in retail.
Again in 2015, Firstmove provided new insights and a redefinition of Arla Unika’s strategic platform to bring it up to date with market development. Simultaneously, Arla, conjointly with Arla Unika and Firstmove developed Essens – a new premium dairy concept. The concept was based on unique insights from firstmovers. Consumption and possibilities regarding milk, acidified dairy products, cooking dairy, and cheese were identified and explored. Knowledge that Firstmove transformed into strategy, core values, and product line. The result was a concept that consisted of: milk of the season, kefir, buttermilk, 50% cream, salted butter, and the Digekrone cheese. All with pure quality, focus on animal welfare and a high percentage of fat. Essens was introduced to the market in September 2016 in MENY and in the Arla Unika stores.