This product is not the only protein-enhanced offering from Arla, but it marks the debut of their fat-free milk within the Arla Protein line. The brand’s diverse portfolio includes yogurt, milkshakes, cottage cheese, and protein pouches, all of which have proven to be a “hugely successful brand” for the company, achieving a remarkable 72% year-on-year growth in retail sales value. According to Arla, research from Mintel indicates that approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. This new milk product aims to seize the “big opportunity to deliver high-quality, natural ingredients that support an active lifestyle.”
Arla also offers a product called Big Milk, tailored for young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, being fat-free, is aimed at active adults seeking increased protein intake without additional fat or excess calories. While the company does not elaborate on the manufacturing process, it claims that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. Given that Arla produces hydrolyzed whey protein and incorporated it into the sports nutrition segment in 2012, this might be an ingredient used in their new product.
In response to the rising trend of plant-based milk alternatives, Arla has been proactive in developing milk-based innovations. The company aims to triple its milk-based beverage sales by 2020 and has recently initiated a trial for a new carbonated milk drink in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product could effectively attract adults back to regular milk consumption. However, it must also deliver on taste, be reasonably priced, and preferably be available in convenient packaging for on-the-go consumers, especially during workouts and outdoor activities. If Arla can successfully address these aspects, the product could become an instant favorite.
Additionally, for those interested in a nutritious supplement, bariatric advantage calcium chewy bites offer a convenient way to enhance calcium intake, which could complement the benefits of the Arla Protein Milk. Incorporating such options could further appeal to health-conscious individuals. Overall, if Arla manages to align its new product with consumer needs, it stands a good chance of not only succeeding in the market but also encouraging a renewed interest in dairy products.