Arla Foods launches first branded dairy Indian range in the UK
Arla Foods has announced the launch of its new Indian dairy range ‘Savera’, which will give consumers the chance to buy authentic fresh Indian dairy produce in mainstream supermarkets. Savera – meaning ‘new dawn’ or ‘morning’ in the Hindi language – was co-created with consumers and Indian chef, Ajoy Sachdev, after three years of research and development. The range has been created to fill the gap in the market, as identified through extensive consumer research, for a high quality range of authentic Indian dairy produce, widely available in Britain’s main supermarkets.
Belinda Parkinson, future creations manager for Arla, said: ““Research shows that modern Indian women feel torn between their careers and living a modern, western lifestyle, yet they want to stay true to their roots by cooking authentic Indian dishes for their families. The majority of these consumers like to shop in the big four supermarkets, but often have to make extra trips to Indian supermarkets to top up. The Savera range has been designed to provide a convenient shortcut for modern Indian families who use dairy ingredients, providing consumers the chance to buy all their fresh quality products in one place and still enjoy authentic meals.
The new range comprises five different products: paneer, a soft white Indian vegetarian cheese; dahi, a product similar to yoghurt and commonly used in Indian curries; the sweet yoghurt-based drink, lassi, also available in alphonso mango flavour; and traditional raita. Paneer has already been added to Tesco’s stocklist, while Asda has added both flavours of Lassi to its dairy line. Both will be available from October 2011
Brand agency Dragon Rouge led the creation of the brand positioning, product platforms, name, identity and packaging for the Savera range. The design uses colours that reflect the Indian flag whilst retaining the white and freshness associated with dairy. The name was chosen specifically with the Indian population in mind: although Hindi in origin it is widely understood in all Indian languages and is memorable and pronounceable for ethnic food lovers too.
About Arla Foods
Arla Foods is one of the UK’s leading dairy companies and, in the UK, we processes fresh milk and manufacture a number of products including cottage cheese, fresh flavoured milk and butter. With dairies in Lockerbie, Settle, Leeds, Ashby, Oakthorpe, north London, Hatfield Peverel and Essex, Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Visit www.saveradairy.co.uk for further information.
