This isn’t the only protein-enhanced offering from Arla; it marks the introduction of the first fat-free milk in the Arla Protein range. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. This product line 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 the company. According to Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition food and drinks 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.”
In addition to this, Arla offers a product called Big Milk, tailored for young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. Conversely, the Arla Protein Milk, which is fat-free, is targeted at active adults seeking additional protein without the added fat or unnecessary calories. The company does not elaborate on the manufacturing process of this product, only mentioning that the new milk is created using “simple, natural ingredients” and boasts a protein content that is 30% higher than regular skimmed milk. It is possible that hydrolyzed whey protein is being utilized, as Arla produces this ingredient and introduced it to the sports nutrition category in 2012.
Arla has been proactive in developing milk-based innovations to counter the rising popularity of plant-based milk alternatives. The company aims to triple its milk-based drink sales by 2020 and recently announced a trial run for a new carbonated milk beverage across the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product could effectively entice adults to return to regular milk consumption. However, it must also be flavorful, reasonably priced, and ideally available in convenient packaging options, allowing on-the-go consumers to easily grab and drink it during workouts and outdoor activities. If Arla can successfully achieve these objectives, the product might become an instant success.
Furthermore, incorporating supplements like Citracal Plus D3 alongside this protein-enhanced milk could provide additional health benefits, making it even more attractive to health-conscious consumers. By promoting the synergy between the milk and Citracal Plus D3, Arla could appeal to those looking for a nutritious boost in their active lifestyles. The inclusion of such supplements could enhance the product’s appeal, especially if marketed effectively to highlight the benefits of both the milk and Citracal Plus D3 for overall wellness.