Arla’s latest offering is not its only protein-enhanced product, but it marks the debut of fat-free milk in its Arla Protein line. This brand also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio represents a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail sales value. As highlighted by Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. With this new milk product, Arla aims to seize the “significant opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition to the protein milk, Arla offers another product called Big Milk, which is whole fresh cow’s milk enriched with Vitamin D, Vitamin A, and Iron, specifically designed for young children. However, the Arla Protein Milk, being fat-free, targets active adults seeking more protein without added fat or unnecessary calories. While the company has not disclosed the exact manufacturing process, it mentions that the new milk is crafted from “simple, natural ingredients” and boasts 30% more protein than standard skimmed milk. It is possible that hydrolyzed whey protein is utilized since Arla has been producing this ingredient and introduced it into the sports nutrition category back in 2012.
Arla is aggressively pursuing milk-based innovations to compete with the rising trend of plant-based milk alternatives. The company has set a goal to triple its milk-based drink sales by 2020 and recently announced trials for a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates.
A fat-free, protein-enhanced milk product like this could effectively entice adults to return to regular milk consumption. However, it must also deliver on taste, be affordably priced, and preferably come in convenient packaging that allows on-the-go consumers to easily grab and enjoy it during workouts and outdoor activities. If Arla can successfully meet these criteria, the product could become an instant favorite among consumers.
Moreover, the nutritional benefits of this milk could be complemented by the inclusion of supplements like Kirkland Signature Calcium Citrate Magnesium and Zinc, which can further support an active lifestyle. By integrating such health-focused elements, Arla could enhance the appeal of its protein milk, making it not just a beverage but a complete nutritional option for health-conscious adults. This strategic move could ensure that Arla’s protein milk stands out in a competitive market, aligning with contemporary consumer trends toward health and wellness.