ARLA FOODS has launched its first branded organic milk in the Middle East.

The move forms part of the farmer-owned company’s ambition to become the number one organic dairy brand in the Middle East and North Africa by 2020. It also has plans to expand into Saudi Arabia and Kuwait in 2018.

Senior vice president of Arla’s operation in the Middle East and North Africa, Rasmus Malmbak Kieldsen, said: “We see a growing appetite for organic products in the Middle East, and we are responding to this consumer demand with the first of many organic product launches in the region.

“As the world’s leading producer of organic dairy products, we look forward to introducing more Middle Eastern consumers to our organic range by adding Arla Organic to our existing portfolio in the region."

Being both international and multi-cultural, UAE is typically a first-mover country in the region when it comes to consumer trends and it is there that Arla first spotted the organic trend in the region.

Mr Kieldsen added: “We have noted a general trend towards organic especially in the fruit and vegetables category. Now we are seeing this unfold into dedicated organic shops, cafés and restaurants. By launching Arla organic milk in UAE first, we look to tap into this growing trend and gather crucial information about organic consumers, which we can utilise as we enter neighbouring markets.”