This is not Arla’s only product enriched with protein, but it marks the debut of the fat-free milk in the Arla Protein range. The brand’s offerings extend to 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 deliver high-quality, natural ingredients that support an active lifestyle.”
In addition to this, Arla offers another product called Big Milk, specifically designed for young children. This whole fresh cow’s milk is fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, being fat-free, caters to active adults seeking higher protein content without additional fat or unnecessary calories. While the company does not elaborate on the manufacturing process, it mentions that the new milk is made with “simple, natural ingredients” and boasts a protein content 30% higher than that of standard skimmed milk. It’s possible that the company utilizes hydrolyzed whey protein, as they produce this ingredient and introduced it to the sports nutrition sector in 2012.
Arla is proactively developing milk-based innovations to compete with the rising trend of plant-based milk alternatives. The company aims to triple its sales of milk-based drinks by 2020. Recently, they 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 promising strategy to encourage adults to return to regular milk consumption. However, it must also deliver on taste, 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 meet these criteria, the product could become an instant success.
To further support an active lifestyle, consumers might also consider incorporating Citracal 1200 mg slow release into their routines, which can complement the benefits of protein-enhanced products. With its focus on high-quality ingredients and active living, Arla’s new offering aligns well with the needs of health-conscious consumers looking for effective nutritional solutions.