A NEW campaign has been launched by Arla Foods UK to highlight the health benefits of dairy products at breakfast time.

The campaign, part of the cooperative’s new strategy to grow revenue by nearly a third by 2020, is fronted by TV chef Gizzi Erskine, who is encouraging consumers to upgrade the most important meal of the day by adding more variety into their breakfast repertoire – in the form of Arla's new Skyr yoghurt, and other dairy-based ingredients like cottage cheese.

The campaign follows research by Arla which found that 82% of Brits usually eat the same thing every morning, even though a majority, 51% of those surveyed, recognise that breakfast is the most important meal of the day.

This is why Choose Goodness challenges people to commit to ‘Seven Great Days’ of nutritional, protein-rich breakfasts, inspired by Gizzi's recipes.

In addition, Arla has linked up with five food and lifestyle bloggers and influencers from around the country to add their own recipes to the growing Choose Goodness breakfast menu. The campaign has been performing well online, reaching some three million people to date through Twitter, Facebook and Instagram.

Arla Foods UK managing director Tomas Pietrangeli said: "As part of our ambitious new strategy for growth, we want to educate consumers on the benefits of dairy products wherever possible.

“Campaigns such as Choose Goodness are a great example of the ways in which we can support and promote healthier eating habits. The videos have been getting a great response across social media, and we encourage people to have a look for inspiration to choose goodness in their breakfast before reaching for the same thing they always do.”