A new dawn for breakfast

Taking the lead in new breakfast products



Revitalize Arla's position in relation to the breakfast occasion by creating concepts for future high volume products. 


Arla's market data indicated that consumers are conservative and unwilling to change their breakfast habits. This perception was challenged by Augur´s initial trend and social media analysis which showed that on an underground level, breakfast behavior was changing rapidly among health-aware consumers. Marginal behaviors such as quark and overnight oats consumption became the focal point for an extensive ethnographic study. A number of strong areas for innovation were identified and conceptualized by Augur. 


The collaboration resulted in a series of Arla's most successful breakfast products to date. Arla became the first mover for products like drinkable quark and quark and yoghurt mix, which became corner stones in a high volume product range that still keeps growing.