Happen joined Arla on an ambitious journey a while ago which is now making a stir in the dairy category. Ambitious, as always with Arla, as they set their eyes on succeeding in a low involvement, low interest dairy category: UK Cottage Cheese. What we helped them do? Make it high involvement, high interest, by helping them create consumer validated propositions that match occasions, fulfil real needs and are simply more exciting. The Grocer writes: "[...] initially 7,000 tonnes annually, giving it a 50,5% share of the own-label cottage cheese UK market, aiming to increase production to 10,000 tonnes by 2012".