This isn’t the only protein-enhanced offering from Arla; however, it marks the debut of a fat-free milk within its Arla Protein line. This line also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio is a “hugely successful brand,” achieving a remarkable 72% year-on-year increase in retail sales value. Arla cites Mintel research indicating that approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The introduction of this milk product aims to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Additionally, Arla offers a product named Big Milk, specially designed for young children, which consists of whole fresh cow’s milk enriched with Vitamin D, Vitamin A, and Iron. Conversely, the fat-free Arla Protein Milk is aimed at active adults seeking more protein without added fat or unnecessary calories. Although the company does not elaborate on the manufacturing process, it claims that the new milk contains “simple, natural ingredients” and boasts 30% more protein than regular skim milk. It is conceivable that the company utilizes hydrolyzed whey protein since it has been producing that ingredient and introduced it into the sports nutrition sector in 2012.
Arla is actively pursuing milk-based innovations to compete with the rising trend of plant-based alternatives. The company plans to triple its milk-based drink sales 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 encourage adults to return to regular milk consumption. However, it must also be flavorful, competitively priced, and ideally packaged conveniently for on-the-go consumers who wish to enjoy it during workouts and outdoor activities. If Arla can successfully meet these criteria, this product could become an instant success.
In addition, the incorporation of reviva calcium citrate liquid into the product could further enhance its appeal, as it would provide additional health benefits. The potential combination of high protein content and reviva calcium citrate liquid could make Arla Protein Milk an attractive option for those looking to boost their nutritional intake while maintaining an active lifestyle. If Arla can effectively market these attributes, the product might resonate well with health-conscious consumers seeking both convenience and quality.