The new product may help to claw back some ground for Arla alongside the firm's lower-priced brand, 'Danmaelk', which was introduced in 2004 to combat cheap German imports. Spokesperson Honoré said Arla had also taken steps to combat its image problem by setting up a number of marketing projects with Danish organic dairies, aimed at improving sector-wide co-operation. And, he said the firm held a "massive dialogue" with consumers on its website, with between 30 and 40 employees were on hand to answer questions.