News Milk
Dairy company Arla scales down oat milk, sales are not going well
Dairy company Arla is increasingly withdrawing from the production and marketing of milk alternatives. This spring, the company wants to have largely withdrawn oat drink Jörd from the store shelves.
Early January Arla announced this intention in Denmark. This week it also became clear to the British retail sector that Arla will stop with Jörd. Major supermarket chains such as Tesco, Asda and Sainsbury's will soon no longer have Jörd in their range.
The reason is that sales are steadily declining after a peak around 2020. Consumers are no longer so eager for the oat drink. Arla also earns little from the drink. In total, around €30 million is said to have been lost on the product in the five years that it has been on the market.
Those who have become addicted to Jörd can still order the product in the catering industry, where it is still offered.
Klaas van der Horst
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