Arla’s debut fat-free milk product is the first in its Arla Protein line, which also features yogurt, milkshakes, cottage cheese, and protein pouches. This brand has proven to be a “hugely successful” venture for the company, achieving a remarkable 72% year-on-year increase in retail sales value. According to research from Mintel cited by Arla, the U.K. market for sports nutrition food and drinks reached approximately $87 million in 2015. The introduction of this milk is aimed at seizing the “great opportunity to offer high-quality, natural ingredients that promote an active lifestyle.”
In addition to its new protein milk, Arla offers a product called Big Milk, aimed at young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. However, the Arla Protein Milk is specifically designed for active adults seeking additional protein without the extra fat or calories. The company has not disclosed the exact manufacturing process, only stating that this new offering is crafted from “simple, natural ingredients” and boasts 30% more protein than regular skimmed milk. It is likely that hydrolyzed whey protein is utilized, as Arla has been producing this ingredient since it entered the sports nutrition market in 2012.
In response to the rising popularity of plant-based milk, Arla has aggressively pursued milk-based innovations, with a goal to triple its milk-based drink sales by 2020. The company has also recently announced a trial for a new carbonated milk beverage in locations including the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product could effectively encourage adults to return to regular milk consumption. However, it must also deliver on taste, affordability, and convenient packaging options to attract on-the-go consumers during workouts and outdoor activities.
To further support an active lifestyle, Arla could consider integrating a calcium citrate 1000 mg tablet into its product lineup, providing an additional health benefit that aligns with the needs of fitness enthusiasts. If Arla successfully meets these targets, its protein-fortified milk could become a popular choice among consumers. Additionally, promoting the benefits of calcium citrate 1000 mg tablets alongside the milk could enhance its appeal to health-conscious individuals looking for comprehensive nutrition.