Arla is one of the world's largest dairy cooperatives, owned by over 9,000 farmers across seven countries, producing a wide range of dairy products.


Industry Food

Geography Europe

Impact New concept captured 10% market share

Lynxeye helped Arla find new, profitable growth in existing product categories by identifying positioning areas and developing new hero concepts.


Arla wanted to understand how to optimize its brand portfolio and develop new product concepts, to unlock new growth.


Lynxeye identified where the largest category value was to be found and helped Arla understand how to best prioritize. The team delivered positioning areas and hero concepts, summarized as a strategic portfolio map.


Arla was empowered to fight low-price competition in an new product area. A new concept and product series rapidly reached a 10% market share with strengthened margins.