Arla Foods has decided to withdraw its Jörd plant-based milk brand from UK retail stores and focus on the food service sector. The move comes amid the competitive nature of the UK alt-milk market and the company's ongoing efforts to drive value for its farmer owners. While Jörd products will no longer be available in UK retail, a Barista version of the oat-based drink will continue to be accessible to food service providers without the Jörd branding.

The decision to discontinue Jörd in UK retail has sparked industry reactions, with some pointing to consumer concerns over pricing in the plant-based sector. Despite the withdrawal from retail stores, Arla remains committed to offering plant-based alternatives alongside dairy products, with new innovations set to launch in 2025. The Jörd brand will continue to be available in retail and food service channels in Denmark, Sweden, and the Netherlands, with a focus on the food service sector in the UK market.