Arla launches first branded dairy Indian range in the UK

Arla Foods has announced the launch of its new Indian dairy range, which will give Indian consumers the chance to buy authentic fresh Indian dairy produce in mainstream supermarkets, and will be available from the end of August. 

Savera – meaning ‘new dawn’ or ‘morning’ in the Hindi language – was co-created with consumers and Indian chef, Ajoy Sachdev, after three years of research and development. The range has been created to fill the gap in the market, as identified through extensive consumer research, for a high quality range of authentic Indian dairy produce, widely available in Britain’s main supermarkets.

Belinda Parkinson, future creations manager for Arla, said: “Food is integral to the Indian culture and dairy plays quite a large part in this. Quality and authenticity are seen as very important to Indian consumers, but due to modern, hectic lifestyles, they can be difficult to achieve.”

“Research shows that modern Indian women feel torn between their careers and living a modern, western lifestyle, yet they want to stay true to their roots by cooking authentic Indian dishes for their families.

The majority of these consumers like to shop in the big four supermarkets, but often have to make extra trips to Indian supermarkets to top up. The Savera range has been designed to provide a convenient shortcut for modern Indian families who use dairy ingredients, providing consumers the chance to buy all their fresh quality products in one place and still enjoy authentic meals.

The new range comprises five different products: paneer, a soft white Indian vegetarian cheese; dahi, a product similar to yoghurt and commonly used in Indian curries; the sweet yoghurt-based drink, lassi, also available in alphonso mango flavour; and traditional raita.