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Arla UK strategy

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Arla Foods, UK’s largest dairy company, has unveiled its most ambitious business strategy to date to make Arla a household brand by 2020 and grow its revenue by nearly a third.

Spearheaded by new country head, Tomas Pietrangeli, who joined the UK business earlier this year, the ambition is part of the company’s global strategy for growth and will position Arla as the champion of British dairy.

Arla’s new strategy will include much greater investment in its Arla and Lurpak brands with the aim of creating them into top ten FMCG brands by 2020. It also plans to grow Castello to become the best known premium cheddar and speciality cheese brand.

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