Arla FMCG Innovation

Client: Arla

Arla Milk

Helping with NPD pipeline and revolutionising key dairy categories

Challenge

Milk in the UK is a commodity. Dairy drinks are dominated by confectionary brands who focus on children, while yogurts are fast becoming over complicated. Arla wanted to modernise and revolutionise these categories and establish the brand as the leader.

What we did

Bringing together shopper and consumer insight, we started to clearly see the differentiating needs in each category and spot the white spaces available for innovative NPD. In parallel, we worked with the dairy and supply chain teams to develop the tangible, technical components for the concepts we developed.

Arla FMCG Innovation

Result

A full, immediately actionable five-year NPD pipeline that will modernise and transform the categories, anchoring them in consumer needs.

Drink innovation

NPD pipeline

Having been involved in agency-driven idea generation many times before, I was slightly sceptical in terms of actual tangible outcome when we started the process with Happen. Very early in process I realised the approach Happen uses for new product development is extremely effective due to the parallel verification process between the operational capabilities, technology development and consumers research. In addition, the mixture of skill-set Happen offers is not only essential to the radical approach to innovation but also makes the journey of developing very enjoyable.

Karina Mikkelsen

Head of Product Technology Development UK

Arla

Industry FMCG

Happen's perspective

The last major innovation in milk – semi skimmed. With Arla we’ve created a white milk innovation pipeline to revolutionise the category and steal back the innovation agenda from the non-milks

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