The Denmark headquartered dairy cooperative Arla has decided to enter the market for plant-based products with three oat drinks. Arla will launch the drinks and in the future an entire selection of plant-based food products under the new umbrella brand, JÖRĐ. Initially, the plant-based drinks will be launched in Denmark, the United Kingdom and Sweden. Arla will investigate the opportunities to launch JÖRĐ in other markets as well.