This is not the only protein-enhanced product offered by Arla, but it marks the debut of fat-free milk within its Arla Protein line. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio represents a “hugely successful brand,” achieving a remarkable 72% year-on-year increase in retail sales value. Arla cites Mintel research indicating that approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The introduction of this milk product aims to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Arla also 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 seeking higher protein content without added fat or unnecessary calories. The company has not elaborated on the manufacturing process, only stating that this new milk is crafted from “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It is possible that hydrolyzed whey protein, which Arla produces and introduced to the sports nutrition sector in 2012, is used in this formulation.
Arla is proactively developing milk-based innovations to counter the rising trend of plant-based milk alternatives, with plans to triple its milk-based drink sales by 2020. Recently, the company announced a trial launch 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 entice adults back to regular milk consumption. However, it must also deliver on taste, be competitively priced, and offer convenient packaging options to cater to on-the-go consumers during workouts and outdoor activities. If Arla can meet these criteria, the product could become an immediate success.
Additionally, incorporating calcium citrate 200 into the formulation could further enhance its appeal, providing an extra boost of calcium that health-conscious consumers often seek. By highlighting the benefits of calcium citrate 200, Arla may attract even more individuals interested in maintaining an active lifestyle while ensuring they receive essential nutrients. With these considerations, the Arla Protein Milk has the potential to resonate well with its target audience, especially if the benefits of calcium citrate 200 are emphasized prominently.