Arla Foods discontinues Jörd plant-based milk in UK

UK – Arla Foods has discontinued its Jörd alt-milk brand from UK retail shelves, a move confirmed by the Danish dairy cooperative. 

The brand, which marked Arla’s entry into the plant-based milk alternative sector in 2020, was a notable shift for a business owned by dairy farmers. 

The co-op’s leadership had previously voiced opposition to plant-based alternatives as a challenge to traditional dairy products. 

While the company has not provided detailed reasons for the decision, industry observers are expected to scrutinize the performance of Jörd in what remains a highly competitive market.

According to reports, Jörd products have already been removed from major UK supermarket chains, including Tesco, Asda, and Sainsbury’s. 

Arla confirmed the decision in a statement, emphasizing its focus on maximizing value for farmer owners. 

A spokesperson reported that Arla is making a strategic shift, redirecting the Jörd product range toward the foodservice sector and withdrawing it from UK retail channels. 

The Barista version of the product will continue to be available for foodservice, but it will not carry the Arla Jörd branding.

Analysts indicated that despite the withdrawal from UK retail, the Arla Jörd brand will maintain both a retail and foodservice presence in Denmark, Sweden, and the Netherlands, including its barista offering. 

When Arla initially introduced Jörd, it cited the rising demand for plant-based products as a key driver behind the launch. 

The company stated at the time that it aimed to contribute to the development of the category with natural products and distinctive flavor profiles.

In February 2023, the brand underwent a relaunch as Arla Jörd, featuring new packaging and a reformulated recipe. 

The updated range included three oat-based drinks and two fermented oat products. 

However, only the Barista variant remains available following the latest shift. The original Jörd lineup had included oat, oat & hemp, and oat & barley drinks.

According to financial reports, Arla recorded a revenue of €6.6 billion in the first half of 2024, reflecting a 6.5% decline compared to the previous year. 

Despite the revenue drop, EBITDA increased from €399 million to €512 million.

The performance of its plant-based portfolio remains a subject of discussion as the company continues to prioritize value for its cooperative members.