Exploring new growth opportunities through strategic partnerships
Arla wanted help in identifying new opportunities to expand its Milk-Based Beverage business, with the premise of launching a new product innovation in collaboration with a global brand.
CO/PLUS thoroughly explored, analyzed and ranked over 70 different global brands as potential partners for this strategic collaboration – looking at everything from strategic fit, business potential and brand equity to geographical fit, innovation track record and CSR agenda.
This resulted in Arla signing a licensing agreement with Mondelēz International to produce, distribute and market chocolate milk under the Milka brand in Germany, Austria and Poland. This partnership allowed Arla to expand into the indulging chocolate milk category through a beloved brand – while helping Mondelēz expand the Milka brand through Arla’s production, commercial and marketing expertise. Three different pack sizes and flavours were already launched in June 2024.
In 2024, Milka
chocolate milk was introduced in Germany, Austria and Poland.
