This isn’t the only protein-enhanced 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. According to the company, this portfolio is a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail sales value. Research from Mintel, as referenced by Arla, indicates that approximately $87 million was spent on sports nutrition food and beverages in the U.K. back in 2015. The company has introduced this milk product to seize the “significant opportunity to deliver high-quality, natural ingredients that promote an active lifestyle.”

Arla offers another product called Big Milk, tailored for young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk is aimed at active adults seeking higher protein content without extra fat or unnecessary calories. While the company does not disclose the specifics of the manufacturing process, it notes that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It is possible that the company employs hydrolyzed whey protein, as it has produced this ingredient and integrated it into the sports nutrition sector since 2012.

Arla is actively pursuing milk-based innovations to compete against the rising trend of plant-based milks. 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 could effectively entice adults to return to regular milk consumption. However, it must also taste good, be reasonably priced, and ideally come in convenient packaging options to cater to on-the-go consumers during workouts and outdoor activities. If Arla can meet these criteria, the product could achieve immediate success.

Furthermore, the integration of products like Citracal Slow Release could complement this milk offering, as they both appeal to health-conscious consumers looking for convenient ways to enhance their nutrition. By promoting both the Arla Protein Milk and Citracal Slow Release, Arla could position itself as a leader in the health-oriented beverage market, encouraging active adults to choose their products for both hydration and nutritional support.