Baby & Me Organic
Formulating a recipe for organic milk success
Formula milk is a category that emerged in the 1920s - a quick look at the baby food aisle suggests little has changed since then. Our challenge was to find an opportunity for a new approach to the category in Scandinavia where up to 30% of the milk market is organic.
What we did
Happen explored the insight that ‘mothers want to feed their babies food which is as pure as they are’. But more importantly we co-created with mums a product range which brought this to life in a thoroughly 21st century way.
Arla’s ‘Baby and Me Organic’ achieved 80% distribution in its two key launch markets. Within two months of launching in 2012 it delivered twice the forecast volume for its first year. Today it is the No 2 brand in Denmark with 25% market share and growing at 72% per annum.
It is fantastic working with Arla because as a business they are open to new ideas and work hard to get new innovations into market quickly. Baby & Me was an interesting and exciting project as it stretched Arla into new categories - a challenge which they fully embraced and made a great success of, showing dogged determination to stay true to delivering on the key insight through product, pack and activation.Our People