Finding the right place for new alternative products 

With the dairy market becoming increasingly saturated with plant-based alternatives, Arlo faced a unique problem when it came to promoting their lactoFREE range. How do you position a somewhat alternative label that isn’t technically dairy free?

In order to ensure their product didn’t fall into a consumer no-man’s land, we conducted a Usage and Attitude survey amongst British, Swedish and Danish consumers concerning their purchase drivers. This allowed us to create a hierarchy of factors ranked by significance, enabling Arla to develop and refine their marketing strategy – promoting health, without alienating consumers with their alternative tagline.