Arla Foods UK launches new Choose Goodness breakfast campaign

Dairy cooperative Arla Foods UK has launched the Choose Goodness breakfast campaign, as part of its £100m commitment to support healthier eating habits.

The commitment is part of the company’s new Strategy 2020, in order to grow revenue by nearly a third and allocate 25% of its marketing budget to digital advertising.

Arla plans to introduce a series of new campaigns to promote and encourage healthier food choices, as well as highlight the nutritional qualities of dairy products.

Arla Foods UK managing director Tomas Pietrangeli 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.”

The Choose Goodness campaign is being presented by TV chef Gizzi Erskine, who will be encouraging Britons to add more variety into their breakfast.

The campaign follows research conducted by Arla, which found that 82% of UK citizens usually eat the same thing every morning, and 51% of those surveyed recognise that breakfast is the most important meal of the day.

The company has also collaborated with food and lifestyle bloggers, as well as influencers from around the country, who will be adding their recipes to the growing Choose Goodness breakfast menu.

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Image: Arla Foods launched a breakfast campaign. Photo: courtesy of Arla Foods.