Arla Underlines Confidence With Increased Marketing Spend

Denmark-based dairy firm Arla Foods has announced plans to increase its marketing spend by 30% during 2010 in a bid to reinforce the position of its three global brands. The move follows a period of spending restraint, with the company forced to make cuts across the business in response to the global economic crisis. The move is in line with Arla's goal of increasing its focus on value-added dairy products, which it says are starting to return to favour as the economic environment improves. Yet BMI would caution that consumer confidence may not bounce back as easily nor quickly enough

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