This is not the only protein-enhanced product from Arla; however, it marks the debut of their fat-free milk within the Arla Protein range. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. This portfolio has proven to be a “hugely successful brand” for the company, achieving a remarkable 72% year-on-year growth in retail sales value, as reported by Arla. According to Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. The company has introduced this milk product to seize the “significant opportunity to offer high-quality, natural ingredients that promote an active lifestyle.”
In addition to the Arla Protein Milk, which is fat-free and aimed at active adults seeking extra protein without added fat or unnecessary calories, Arla has another product called Big Milk tailored for young children. This whole fresh cow’s milk is fortified with Vitamin D, Vitamin A, and Iron. The Arla Protein Milk is enriched with calcium citrate, Vitamin D3, and folic acid, providing essential nutrients that align with health-conscious consumers’ needs.
While the company has not detailed the manufacturing process of this new milk, they emphasize that it is crafted from “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. Arla might be utilizing hydrolyzed whey protein in this product, as they produce this ingredient and introduced it into the sports nutrition category in 2012.
Arla has aggressively pursued milk-based innovations to compete with the rising trend of plant-based milk alternatives, aiming to triple its sales of milk-based drinks by 2020. Recently, they announced a trial launch of a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates.
A fat-free, protein-enhanced milk product appears to be an effective strategy for encouraging adults to return to regular milk consumption. However, it must also be flavorful, reasonably priced, and ideally packaged conveniently so that on-the-go consumers can easily grab it during workouts and outdoor activities. If Arla successfully meets all these criteria, the product has the potential to become an instant success.