Arla Foods: SKYR

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

Arla Foods: SKYR

Agency: Elmwood

Executive summary

Arla had the ambition of breaking into the third largest dairy category, yogurt – a category characterised by a huge range of competing power brands.

The challenge was how to break through in a commoditised market, justify a place in the retailers' ranges and convince consumers to make a place for it in their shopping repertoire.

The answer was to launch a game-changing brand with a distinct proposition. Arla skyr's ground-breaking design challenged category norms and assumptions, while lifting the lid on the truth about yogurt. From the farmers to retailers to...

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