CLIFFORD The Big Red Dog is due to make his debut in Safeway in March. The kids' cartoon character will feature on yogurts in the store after a Safeway director spotted the phenomenon of Clifford in the States and asked Arla Foods to supply the licensed product.
The big red dog is now gaining popularity in the UK after a run on Cbeebies, the BBC's children's satellite channel and is soon to appear on terrestrial children's television.
The yogurts and fromage frais will be promoted at their launch with a special price of 99p to appeal to mums and for the kids, the yogurt features a free limited edition sticker sleeve, or a cut-out-and-keep kennel-shaped moneybox on the fromage frais.
Clifford comes as the latest in a long line of successful licensed children's yogurts for Arla Foods, including Scooby Doo, Looney Tunes and Bob the Builder.
Arla has produced licensed yogurts for several years and leads the market in this very profitable niche according to consumer marketing manager, Isla McGuckin.
"We were one of the first companies to market licensed yogurts," says Isla. "They have proved really popular, not least because they benefit from the characters appearing, often on a daily basis on television."
Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.
Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.
Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.