Arla Foods introduces Cultura product offering in UK

UK – Arla Foods, a dairy manufacturer, has expanded its Arla Cultura, a new gut-health dairy brand designed to bring accessible, science-backed nutrition to the UK.

The company stated that Arla Cultura is made with a combination of bacteria cultures, vitamin D, calcium, protein and fibre.

With the number one barrier to purchase in the yogurt category being taste, the range has been developed to have a milder taste profile than other fermented dairy products on the market.

The Arla Cultura range will debut with six products, including three 500ml gut health milk drinks (Original, Raspberry and Blueberry) and three 450g gut health yogurts (Original, Strawberry and Blueberry) with an MRRP of £2.25.

Stuart Ibberson, Arla brand director, said: “We’re proud to introduce Arla Cultura to the UK market. Our ambition is to become the most trusted, accessible gut-health brand on shelf—and to do that we’re launching a major marketing campaign from September 2025 and throughout 2026. We want to simplify complex science so consumers can feel confident about ‘giving their gut more’ every day.

“The gut health offering sits within the wider yogurt category which has continued to see growth yearon-year. Within this space there has been an increased demand for products with ‘added benefits’, which is where Arla Cultura will sit.”

The new product follows Arla Foods’ decision to discontinue 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.

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