Cravendale has topped the £100m mark for the first time and has earmarked a £10m budget for this year, its biggest spend to date.
Nine months after the Arla brand had a £8m relaunch, sales are worth £100.5m, up 30.5% year-on-year [Nielsen MAT 30 December, 2007]. The £10m campaign kicks off next week with TV ads, followed by press, digital and in-store activity.
The milestone highlights the growing importance of branded milk in the £2.7bn own label-dominated category.
Branded milk accounts for almost £900m of the market, up 6.7% on last year against an overall market up 4.9% [Nielsen 52 w/e 6 October 2007].
Cravendale is the clear leader in the branded milk sector followed by Alpro Soya Milk, which was worth £39.3m at the end of 2007.