Arla moves into Indian dairy food

Arla Foods, the maker of Anchor butter, is moving into Indian dairy food with the launch of a brand called Savera, as it bids to become the UK's top Indian dairy brand.

Savera: Indian dairy food range launched by Arla Foods
Savera: Indian dairy food range launched by Arla Foods

Savera, which means "new dawn" or "morning" in Hindi, was made by Arla with the help of top Indian chef, Ajoy Sachdev.

The new range is comprised of two lassis, a traditional raita, a paneer and a dahi (a fermented whole milk product).

The range is aimed firmly at capturing lovers of ethnic foods, along with Indian families in the UK.

Belinda  Parkinson, future creations manager for Arla, said: " Food is integral to the Indian culture and dairy plays quite a large part in this. Quality and authenticity are seen as very important to Indian consumers, but due to modern hectic lifestyles, they can be difficult to achieve."

The range is to be listed in supermarkets, including Tesco and Asda. It is unclear how much the range will be priced at.

Arla believes the stocking in mainstream supermarkets will prove crucial to the success of the products.

In particular, research by Arla shows that the majority of modern Indian women like to shop in the big four supermarkets, but often have to make extra trips to Indian supermarkets to top up.

Branding agency Dragon Rouge designed the packaging for the product.

It is unclear how much marketing spend Arla Foods will support the brand with.

The brand is likely to face competition from existing lassi brand Schmoo, which is listed in Tesco.

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