Arla Foods Ingredients has launched a new Pure Dairy campaign to highlight how its range of Nutrilac dairy ingredients satisfies growing consumer demand for natural products.

Research shows that more than one third of shoppers in the EU (35%) are proactively avoiding food and drink products that contain artificial additives or preservatives, while the same proportion say they regularly check the ingredients list on pack. Furthermore, 34% of EU consumers say they would never buy food that contains genetically modified ingredients.

In the UK, Mintel research shows that more than 70% of consumers are interested in avoiding foods with E numbers, while over 80% of US consumers are seeking more natural foods. Among consumers in France, Italy, Spain and Poland, almost 30% prefer to buy dairy drinks that are non-GMO.

The new Pure Dairy campaign looks at how Arla Foods Ingredients’ portfolio are made from whey proteins extracted from milk that is produced by grass-fed cows, hormone-free, non-GMO and free of antibiotic and pesticide traces.

To illustrate how processors and brands can tap into Pure Dairy, Arla Foods Ingredients has created a new high-protein drinking yogurt concept product that contains five ingredients – Nutrilac YO-8075, sugar, cream, skimmed milk and fruit preparation. Total protein content is 9.5%, with just 95 calories per 100g and 1.37% fat.

Torben Jensen, senior category manager for fresh dairy products at Arla Foods Ingredients, says, “Many consumers today look twice when choosing which dairy products to buy from the local store. While yogurts, cheese and dairy desserts are still seen as naturally healthy, they may contain additives or other components that people want to avoid.

"Our Pure Dairy campaign highlights that our dairy ingredients address all of the concerns that shoppers have."