Arla Foods has strengthened its UK portfolio of dairy products with the launch of Anchor-branded fresh pouring cream.

The 300ml carton went into Tesco on 4 October priced at £1.30 [BrandView.co.uk]. The launch of Anchor Real Dairy Cream signals Arla’s renewed confidence in the Anchor brand, and is the first new Anchor-branded product in the UK since 2008, when Arla stopped producing Anchor Cheddar. 

A lighter version of the new cream, with 30% less fat, is planned for launch in the first quarter of 2012.

Arla would not comment on whether it was considering resurrecting Anchor Cheddar.

Meanwhile, Arla’s new Indian dairy brand Savera has made its debut in the mults after launching into the convenience sector over the summer.