This is not Arla’s only protein-enriched offering; however, it marks the debut of fat-free milk within the Arla Protein range. The 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 increase in retail sales value. Research from Mintel, referenced by Arla, indicates that approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. The launch of this milk product aims to seize the “significant opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Arla also offers another product named Big Milk, specifically designed for young children. This whole fresh cow’s milk is fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk is aimed at active adults seeking additional protein without extra fat or unnecessary calories. The company has not disclosed the manufacturing process, only stating that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It’s possible that hydrolyzed whey protein is utilized, as Arla produces this ingredient and introduced it into the sports nutrition category in 2012.
Arla is proactively innovating milk-based products to compete against the rising trend of plant-based alternatives. The company aims to triple its sales of milk-based drinks by 2020 and has recently announced a trial for a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates.
A fat-free, protein-enhanced milk product could effectively attract adults back to regular milk consumption. Nonetheless, it must also be flavorful, affordably priced, and ideally packaged for convenience to cater to on-the-go consumers during workouts and outdoor activities. If Arla can successfully meet these criteria, the product may become an instant success. Additionally, incorporating calcium citrate chews into a daily routine could further enhance the nutritional benefits for those leading active lifestyles. Overall, if Arla focuses on the right attributes, including the potential addition of calcium citrate chews, their new offering could resonate well with health-conscious adults.