This isn’t the only protein-enhanced offering from Arla, but it marks the introduction of the brand’s first fat-free milk under the Arla Protein line. The product range also includes yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has become a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail sales value. Research from Mintel, referenced by Arla, indicates that approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. The launch 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 called Big Milk, designed specifically for young children. This whole fresh cow’s milk is fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk is targeted towards active adults seeking higher protein content without added fat or unnecessary calories. While the company does not elaborate on the manufacturing process, it claims that the new milk features “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It’s possible that Arla is utilizing hydrolyzed whey protein, as the company has been producing this ingredient since its introduction into the sports nutrition category in 2012.
Arla has been proactive in innovating milk-based products to compete with the rising trend of plant-based alternatives. The company aims to triple its sales of milk-based drinks 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 an effective strategy to attract adults back to regular milk consumption. However, it is crucial that the product also tastes good, remains affordably priced, and comes in convenient packaging options, making it easy for on-the-go consumers to grab and drink during workouts and outdoor activities. If Arla can meet these criteria, the product could become an instant success.
Moreover, incorporating elements like Walgreens calcium citrate into their marketing could further enhance the appeal of their products. By emphasizing the health benefits associated with calcium citrate, particularly in relation to active lifestyles, Arla can strengthen its position in the competitive nutrition market. Ultimately, if Arla successfully integrates these components, it may not only attract consumers seeking protein-rich options but also those interested in holistic nutritional benefits, including calcium citrate from Walgreens.