Denmark-based firm, Arla Foods Ingredients has launched an exclusive breakfast campaign for its £100m commitment to back healthier eating among its consumers.
The Choose Goodness campaign, fronted by TV chef Gizzi Erskine, encourages consumers to upgrade the “most important meal of the day”, through adding more variety into their breakfast range.
The commitment, unveiled as part of the dairy cooperative’s new strategy to grow revenue by nearly a third by 2020, will see a series of campaigns and initiatives launched to encourage healthier food choices and highlight the nutritional qualities of dairy products.
The campaign follows research by Arla which found that 82% of Brits usually eat the same thing every morning, even though a majority (51%) of those surveyed recognise that breakfast is the most important meal of the day.
Tomas Pietrangeli, Arla Foods UK managing director, said: “As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible.
“Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits. The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”
Earlier this month, Arla launched a new range of clean-label lines.