This isn’t Arla’s only protein-enhanced offering, but it marks the debut of fat-free milk in its Arla Protein line. 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 increase in retail sales value, as reported by Arla. According to Mintel research referenced by the company, around $87 million was spent on sports nutrition foods and beverages in the U.K. in 2015. Arla has introduced this milk product to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition to the Arla Protein Milk, which is fat-free and aimed at active adults seeking more protein without added fat or unnecessary calories, the company also offers a product called Big Milk tailored for young children. This product is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. The company does not elaborate on the manufacturing process of the protein-enhanced milk, only stating that it is crafted from “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that hydrolyzed whey protein is utilized, as Arla produces this ingredient and introduced it into the sports nutrition category in 2012.
Arla has been proactive in creating milk-based innovations to compete with the rising trend of plant-based milk alternatives. The company aims 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 attract adults back to regular milk consumption. However, it must also taste good, be affordably priced, and ideally come in convenient packaging options to appeal to on-the-go consumers during workouts and outdoor activities. If Arla can successfully meet these criteria, the product has the potential to become an instant success.
Additionally, for those looking for convenient nutritional supplements, Citracal Petites available at Costco could be an excellent choice to complement an active lifestyle alongside Arla’s innovative milk products. By integrating these offerings, consumers can achieve their health goals more effectively.