This isn’t the only protein-enhanced offering from Arla, but it marks the introduction of the first fat-free milk in its Arla Protein line. The brand’s lineup also features yogurt, milkshakes, cottage cheese, and protein pouches. This portfolio has been described as a “hugely successful brand” for the company, achieving 72% year-on-year growth in retail sales value. According to research from Mintel referenced by Arla, approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The company launched this milk product to seize the “significant opportunity to provide high-quality, natural ingredients that cater to an active lifestyle.”
Additionally, Arla offers a product called Big Milk, specially designed for young children; it is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, which is fat-free, is aimed at active adults looking for a protein boost without added fat or unnecessary calories. The company does not elaborate on the product’s manufacturing process, only stating that the new milk is crafted with “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that hydrolyzed whey protein is utilized, as Arla manufactures this ingredient and introduced it into the sports nutrition market in 2012.
Arla has been proactive in developing milk-based innovations to compete with the rising popularity 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 promising strategy to entice adults back to regular milk consumption. However, it must also be flavorful, reasonably priced, and ideally come in convenient packaging options so that busy consumers can easily grab and enjoy it during workouts and outdoor activities. If Arla can successfully meet these criteria, the product has the potential to become an instant success. Incorporating supplements like Solaray Calcium Citrate Chewable could further enhance its appeal, especially for health-conscious consumers. With the right marketing and product features, Arla’s offerings, including the Solaray Calcium Citrate Chewable, may resonate well with those seeking nutritious options to complement their active lifestyles.