Arla Foods reviews product strategy

Dairy producer Arla Foods has put its PR account for Lurpak, Anchor and Cravendale up for grabs.

The firm wants to build awareness of its Cravendale brand ahead of plans to bring out 'new variants'.

Arla is also planning to boost awareness of its low-fat dairy range, following its launch of Anchor Lighter Spreadable last year.

The Leeds-based firm is in talks with four agencies, including its three-year incumbent Staniforth. Brahm PR, also based in Leeds, is believed to be one of the other agencies pitching for the account.

The review is being led by Arla Foods media and communications manager Arif Bangi, who took up his post at the firm in January. He is expected to make a decision over the next two months.

He said the review was intended to create 'best practice' to ensure the company 'continues to meet its brand objectives'.

The pitch follows the promotion of Arla Foods head of corporate affairs Tim Smith to the role of CEO.

Smith, who had overall responsibility for PR, HR, marketing and the business's home-delivery milk rounds, will continue to oversee these areas in his new post and Arla is not looking to recruit for his former role.

Arla Foods director of marketing Hanne Sondergaard has also been promoted to the board.

The company is set to double the capacity of its processing facility in Leeds later this year to meet increased demand for its Cravendale range.

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