This isn’t the only protein-enriched offering from Arla, but it marks the debut of fat-free milk in its 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 the company. As per Mintel research cited by Arla, approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The company has introduced this milk product to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition, Arla offers a product called Big Milk, specifically designed for young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. However, the fat-free Arla Protein Milk is aimed at active adults seeking additional protein without the extra fat or unnecessary calories. While the company does not disclose the specific manufacturing process, it mentions that the new milk is made with “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It’s possible that hydrolyzed whey protein is being used, as Arla produces this ingredient and introduced it into the sports nutrition category back 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 appears to be a compelling way to encourage adults to return to drinking milk regularly. However, it must also taste good, be competitively priced, and come in convenient packaging options, making it easy for on-the-go consumers to grab and consume during workouts and outdoor activities. If Arla can successfully meet these criteria, the product could become an instant favorite.
Additionally, consumers looking for complementary nutritional options might consider products like Vitamin Shoppe Calcium Citrate Plus Magnesium to further enhance their diets. Integrating such supplements could support the active lifestyle that Arla’s new protein milk aims to promote. As the demand for health-conscious products continues to grow, Arla’s innovative approach, combined with other nutritional supplements like Vitamin Shoppe Calcium Citrate Plus Magnesium, could provide a well-rounded offering for health-focused individuals.