NPD ensures Arla farmers are paid more for a pint

With the price of milk crashing and farmers struggling to make ends meet, research showed that 63% of shoppers were willing to pay more for a pint – if that money went directly to farmers. 

In a bold move, we created the Farmers Milk brand priced at 10p per litre more than the own label equivalent, with the premium going to farmers. 

For the cost of a new label design, Arla switched 100m litres of own label milk to Arla Farmers Milk and generated a whopping £10m additional profit in the first 12 months.