Arla readies for Mengniu JV launch

Danish company Arla Foods is gearing up to launch its new joint-venture with Mengniu in May, ahead of a planned China launch of two brands later this year. <BR><BR> Arla, Europe's second largest dairy brand, is currently working with its ad agency partner Grey Global Group on a visual identity and corporate positioning for the new joint venture which will specialise in powdered milk. The company is lining up two brands for initial launch in China, a premium import from Europe and a locally produced label, which will be distributed under the Mengniu name.